Quote from leximon:
You could say that you're in the business of reducing people's taxes. It's true if you think about it. In order for you to win, someone else has to lose, and thus they pay less in taxes.
Never be evasive with information. Never use a P.O. Box address on a business card. Donot get flashy and colorful.
Form a corpoartion or LLC when trading with proper street address and use your full name and cell or online phone number without any cute designation on it. Keep it simple, direct and honest. If you donot have an entity use a DBA.
