Get to know the APFA's Lead Instructor, Paul Cascio*

"The Guerrilla Framer"

In a career spanning three decades, Paul has been one of the industry's leading columnists, and its most experienced and respected instructor. His straight forward, no-holds-barred style has made him a trusted and valued friend of framers everywhere.



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Don't forget to order Paul's award winning DVD set, "How to Start Your Own Picture Framing Business" Link


The Guerrilla Framer Articles


Have You Hugged A Basement Framer Lately?

“Building a Framing Empire”

Buy Almost Anything At Wholesale Prices

Completing the Work Order

Convert Prospects Into Customers

Customize Your Customer List

Developing an In-house Mailing List

Eight Magic Words

Get Your Share of Corporate Sales...I Did

Guerrilla Advertising Basics

Guerrilla Advertising Tips

A Guide To Buying Equipment For Your New Business

Have You Hugged A Basement Framer Lately?

Heat Up Spring and Summer Sales

Help! Smart Hiring In A Tight Labor Market

The Hiring Edge

How Much Is the Business Worth?

How to Get Publicity for Your Business: Part I

How to Get Publicity for Your Business: Part II

“I Saw Your Ad on the Radio”

Increasing Efficiency Over the Holidays

Is a Second Location for You?

Is Your Business Marketable?

Is Your Team Ready for Fourth Quarter Action?

“It’s What You Learn After You Know It All That Really Counts”

Length vs. Chop: It All Depends

Loyal Customers Produce Life-long Profits

MAThematically Speaking, The Most Important Sale You’ll Make

More Products, More Customers!

No Deposit, No Return

No Pane, No Gain

Ooops! Delivering Bad News to Your Customer

Pricing For Profit

Psychometric Testing: Hiring Decisions Made Easy

Qualifying The Retail Customer

The Quick Quote System

Quick Quote II: Make Your Own

Radio Advertising Can Put Your Business in the Driver’s Seat

Recession-Proof Your Business

Resolutions for a Profitable New Year

Ringing Up Sales

Sales Psychology at the Design Counter

Target Your Advertising

There’s Gold In Your Stockroom! The Ins and “Out”
of Inventory Management

Times Are Tough, Let Your Landlord Help

Tune-Up Tips To Improve Performance

You’ve Got A Friend At the SBA

What’s the Difference Between Advertising And Marketing?

When Good Framers Make Bad Frames