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Many marketing books and training courses tell you that you need to appear to be a large company to encourage others to do business with you. For many of us, this means referring to ourselves and our companies in third person or by our company name, even though we’re really a one-person shop. In reality, people want to do business with other people, not some nameless and faceless corporate entity.
I dread calling my ISP for tech support because invariably I get a nameless, faceless drone who acts as though I’m a bother and that I’m interrupting his productive goofing off during work time. All he wants to do is make me jump through the hoops outlined by his script rather than really listening to what my problem is. Instead, when I need technical assistance, I call a friend who has a tech support business and pay him to solve my problems (instead of using the free tech
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