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 Your company probably already has its own culture, with certain beliefs and philosophies on how things should be done and how customers should be treated. Are you sharing this with your customers? Think of the commercials for the cereal company where the employees are talking about their favorite cereal. They all seem to be having a great time making it that the viewer feels good about patronizing the company and buying the cereal. The buyer wants to be a part of that culture.

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There are other parts of your company culture you may want to share with customers and potential customers. One is the story of how you came to found your business. Stories of how Microsoft and Apple started continually circulate. Not only does this give consumers that sense of belonging, but every time the story is told, the company gets a free advertisement.

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