The Devil's Advocate

Action points

• Safety matters. Do everything you can to reassure your potential customers.
• Ensure consistency in your brand, including smaller items like company outfits, stationery or talking about ‘we’ more than ‘me’ if your are self-employed.
• You could go as far as the storage entrepreneur who took the ‘smoke and mirrors’ approach literally. Worried that his depot wouldn’t look busy enough, he put mirrors at the end of every stack so it looked twice as big to prospective clients.