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turn bad press into good press


She was relieved, contrite, and very professional in her response. She posted several messages on the forum telling about our arrangement and expressing her opinion that JANGLE.com was a class act. She helped us overcome the feeling in the scrapbooking community that we were out to squash the hobbyist site - the furthest thing from our minds. Our goal was simply to learn about the scrapbooking market, build relationships with influencers in that market, and lay the groundwork to help us sell AccuCut products to scrapbookers. JANGLE. com went on to become a trusted source of scrapbooking information. We held contests, celebrated new products, told success stories and made many friends in the industry.


The Power of the


High Road


In my mind, one thing more than any led to the positive outcome of this potentially destructive experience: taking the high road. As editor, my philosophy was that we could overcome any outside stress of launching our startup business by being above board, and conducting ourselves with high integrity. Without that philosophy as a starting point, we could have destroyed what we had worked so hard to build.


Store owners can use the same philosophy, keeping their stores on the straight and narrow, always working to do business with integrity, honesty and respect for others. Then, when the inevitable negative circumstance arises, whether it’s a mistake you make or unjust damage that’s out of your control, you have equity in your reputation to help you recover.


Competition Breeds Contempt One of the most common bad press moments for scrapbooking stores is when


another store opens up down the road. It’s very tempting to find something negative about your competitor and spread the word to your customers. It begins innocently enough. You just want to point out the differences between your store and the other one in the hopes that customers will continue to patronize your store.


Stores with solid reputations for


professional, high-road, classy business practices keep loyal customers for the long term.


scrapbook business 37


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