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(Mint) — “It’s not bragging if it’s true.”That kind of sentiment has long dominated school yards, fraternity houses and other places where self-absorbed promotion is a cherished survival tool. It’s best kept there, too. When it comes to entrepreneurship, there’s a fine line between self-promotion and off-putting arrogance.  Step over it and consumers will punish you for it. The key is to strike the appropriate balance: something that many small business owners and innovators find difficult to master. Tilt too much toward arrogance and you’ll turn people away. Refrain from showcasing your strengths and achievements and you risk missing a chance to turn visitors into customers.

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