Most small business people find it difficult to manage this well. In a shop, a smile and an offered hand, maybe. But even this is denied when you own an online business. You have only your site upon which to demonstrate your credibility and expertise. And words are most effective tool you have at your disposal.

Build A Professional Image

To make words work, consciously build a business self. A person who rises above or stands aside from bothersome negatives present in day to day living. Got a temper? Bury it. Want to argue? Don't. Are you one who believes deeply about things? Forget those convictions not related to doing business.

The latter can be particularly hard to do. If you favor your religion over others, your convictions must not be revealed on your site. Many will disagree, which is counterproductive. If you can't abide children, never let it show. There are an endless list of notions such as these that simply must be set aside in running a business.

Once you have defined that part of yourself you are willing to share with others, never depart from this definition, even momentarily.

Avoid The Risk Of Negatives

The above may seem harsh. I can picture many business people I know saying this isn't so. They take position that its sufficient to let yourself shine through. Unfortunately, they are wrong.

We can't risk anything that may appear other than positive to our visitors. In short, we must always put our best foot forward. Always take care not to offend. Some of our convictions must be restrained, and never be allowed to "shine through."

Your religious, ethnic, and nationalistic convictions have no place in business. If you can't grasp this easily, ask yourself if you are willing to share your sexual convictions on your website. Or your attitudes toward opposite sex.

A Disasterous Example

Years back I was gathered with about a dozen fellow teachers sharing our lunch break. Devoted brown-baggers, we had at least this in common. Groups were clustered here and there deeply involved in solving their vision of world problems. Two women were sharing cat stories.

Abruptly one teacher said to group as a whole. "I hate cats. When I'm driving, I try to hit them."

The silence as they say was deafening. The two women who had been chatting about cats tossed a steady stream of angry darts with their eyes.

When heard or read, these two sentences were "converted" in minds of potential car renters to, "Since they must try harder, they'll make life easier for me." Then they rented from Avis, rather than Hertz. Business boomed with this slogan as underlying position in all sales messages.

How "Best" Works

Now suppose Avis had said, "We're best!"

"Who says?" would be kindest retort, as reader or listener turned quickly away to rent from Hertz.

Avis And Your Website

"We're best!" won't work in your advertising, on your website, or in your newsletter. Not one bit better than it would have worked for Avis. Surely we all know this. Why then do we see so many ads, newsletters, and sites that tell us they're best? Then go on to tell us what to do or think?

There are two reasons that come to mind right quick. First, some really do not understand that unsubstantiated claims will be ignored, or even turned against you. Second, it's easier and quicker to tell, rather than to demonstrate.

Good Books And Films

In quality stories, printed or filmed, you are never told that Duke is a really bad dude. You see him doing really bad things, then draw your own conclusions.

Good teachers don't tell; they provide their students whatever is needed to demonstrate point. Non-fiction writers do same. They seek to convince you of point they want to make by providing examples and references. And views of other authorities. All of which can be checked out.

Now Listen Up!

"Show, don't tell."

Do you believe this is true?

Not unless you already do. You'd need a whole lot of faith in me to accept this as truth on my word alone. In fact some would call you foolish if you did so.