Trade secrets – it’s as important to repel people as attract them

What they don’t tell you about starting a business

When your time, money and other resources are limited (so all the time when you’re starting your business) you want to make useful contacts with potential supporters (including would-be customers) and to avoid time-wasters.

Small businesses that shy away from attracting new customers because they’re so busy with existing enquiries are usually spending a lot of their time dealing with people they can’t help. They need to find ways, through accurate publicity and automated/standardised responses, to filter out enquiries from the people they can’t help.

If you spend a lot of time handling enquiries from people who have got the wrong impression about your business, go back and re-write your publicity – it probably doesn’t describe what you do clearly enough.

For other Trade Secrets in this series, go to


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