The famous nocturnal Hex hatch of the Midwest (and a few other lucky locations) stirs to the surface mythically large brown trout that only touch streamers for the rest of the year.
He would keep several rods at the shop and show them to visitors asking which they preferred. They would all test them out and invariably pick the one that said Orvis. The other rods were exactly the same with the Orvis name either covered or rubbed off. He always let everyone know of his trick afterwards of course.