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Doctors and attorneys specialize all the time. In fact, those who niche themselves are usually the most successful. You wouldn't go to a divorce attorney for advice on opening a new business, would you? You'd go to a corporate attorney who specializes in corporate and business law. Yet, personal trainers still offer “general” services which makes it hard for clients to find them and even harder for them to find clients.
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This is exactly 14 days off, and these are not spent planning your work for the next year. At time when I was still a corporate employee there was a Christmas bonus, too. Is that still around, BTW? In my industry Christmas is very slow season, and time when most offer at least 30% percent discount on products and services.
Minimize jargon-define as you go. Not everyone wants to hear every seventy-five cent word you learned in graduate school. Keep your wording simple and memorable. After all, you want people to take this information away and apply it. For absolutely essential terms: present, define, and clarify with an example.
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What were these people doing? Scores of people, often in groups, chatting, passed the office. Then silence. Until the next herd would be on its way. An hour or two later, the same groups of people would make their way back in the opposite direction. All day long.
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