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Attracting Business With the Right Personality

Creating the business personality that leaves a lasting impression

This story appears in the February 2006 issue of Entrepreneur. Subscribe »

During my youth, my parents taught me that what matters most in this world is what we do, not what people might think of us. However, as entrepreneurs, our reputations deeply affect our livelihoods. To succeed, all our interactions must leave a positive impression and provide exceptional results.

"I know them. They do the right thing for their customers" is a magical phrase to any entrepreneur's ears. To establish and maintain this kind of trust with your customers, you must develop a personality for your business that attracts people's attention. For example, if you're an accountant fluent in tax code, you should stress this particular expertise in all your business communications, making it part of your business's personality.

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