Just like your kids favorite Uncle, the one who shows up each year candy in hand and interesting stories about what happened lately, your customers want to know about you. They want to be excited about what you are doing, and what you will do. Uncle Buck feels good sharing with the kids, and they feel good being around him.
Your customers should feel good about allowing you to provide the product or service they need. In order to make them feel that way, you need to let them know that you feel good about providing the product or service to them. It must be a win/win for everyone involved, and when it is they will certainly brag about you to their friends and neighbors.
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