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Make It Clear

Help! Everybody misunderstands what I do.

This story appears in the April 2000 issue of Entrepreneur. Subscribe »

Question:I market affordable legal plans. But people seem confused about what I do. Any suggestions?

Reginald Young
Ada, Oklahoma

Answer:Making sure people understand exactly what you do and how that can benefit them is the key to effective . It seems like a simple task, but often it's quite challenging. Your initial goal is not to explain what pre-paid are, but to awaken an awareness of the need for such services in the minds of your prospective clients and trigger their interest in finding out more about your .

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