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Homosexuality still encounters bigotry that makes potential study subjects wary.
Having a visible online reputation creates an instant transparency and, Waldron believes, makes potential clients more likely to trust you.
It makes potential buyers want to know more, and actually to examine the books at Sotheby's on the pre-sale viewing days (May 20 and 21).
Since lots of potential buyers read the classifieds, potential sellers are more likely to list there, which, in turn, makes potential buyers more likely to keep reading.
Though the vast majority of SpaceX flights have been successful, it's the disasters that give shareholders pause and makes potential passengers nervous.
And a positive mood makes people more risk-averse because they are afraid of losing that good feeling, which makes potential losses look greater.
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That uncertainty has made potential investors nervous.
The unrest has made potential investors jittery, and whipsawed governments already weakened by recession.
Other issues of unexpected liabilities also make potential deal makers nervous.
And Uzbekistan's opposition to it has made potential investors, namely China and Russia, wary.
She devotes an acronym, SCRATCH, to the mistakes that make potential customers scratch their heads.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com