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Spin Doctors

Put a positive spin on sales with these image-building tips.

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This story appears in the March 1998 issue of Business Start-Ups magazine.

There's so much talk about "image" nowadays. In addition to marketers and managers, there are now spin doctors, who polish their clients' images by putting the best spin on what the public hears and sees. As a new business owner, it's important to be your own spin doctor, molding and honing your business image to successfully appeal to your prospects and customers.

I got an e-mail the other day from an entrepreneur who worries that potential customers see his new business as merely a hobby and wants to know how he can get them to take him seriously. Thousands of entrepreneurs nationwide are faced with the same dilemma. The key is to create an image that communicates professionalism right from the start . . . beginning when customers call your company for the first time.

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