It’s sad but true.  Being really good at what you do isn’t enough. 

Why? Because people judge your expertise in areas they don’t understand
based on your abilities in areas that they do understand. People may
not initially be able to judge whether a CPA is at what she does, but
they CAN make judgments about her appearance, her voice on the phone and
the quality of her office, and those judgments carry over to their
belief about her technical competence. 

 Here’s a short video that explains more about CNEs.    Add some to your
business today!

Critical Non-Essentials

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