CHAPTER 4

Appearance of the letter

A friend of ours is the president of a public relations company he founded in Boston. His customers include small businesses, restaurants, and financial services companies throughout New England. He is a superb spokesman for his company and is adept at convincing companies and executives that his organization can serve them better than other public relations firms can.

One reason for my friend’s success is the contacts he’s built over the several years he’s worked as a public relations professional. Another is the good press he has gotten his clients.

But another important reason for his success is his appearance. He is well groomed and dresses well—nothing ostentatious, but when he arrives for a business meeting, ...

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