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Scout's Honor

Toss out the cheesy ads, cheap stationery and phony testimonials. Building true credibility will take your business farther.

This story appears in the May 1998 issue of Entrepreneur. Subscribe »

Offering the lowest price for your product or service won't help you much if your prospect doesn't trust you. Boasting the widest selection and the most convenience won't aid your cause if your prospect thinks you're a crook. Face up to the fact that prospects won't call your toll-free number, access your Web site, mail your coupon, come into your store, visit your trade show booth, talk to your sales rep or even accept your generous freebie if they don't have confidence in your company.

Your prospects can't afford to waste time or money on companies that haven't earned their trust. To earn that confidence, you have to use guerrilla marketing weapons properly.

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