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What you name your business can make or break it-that much youprobably know. But do you know how to choose your name? Keepin mind, your decision will impact not only potentialcustomers' first impressions of your business, but also yourongoing success rate. "Think of your name as a marketingtool," advises Terri Lonier, president of homebased businessconsulting firm Working Solo Inc. in San Francisco.
So before you print up that letterhead and take out an ad in theYellow Pages, make sure your business name meets the followingcriteria:
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