For their first 25 years in business, married financial planners Dianne and Thomas Melton, founders of Melton Financial Group in Roseville, Calif., didn't tell clients about their previous lives as Las Vegas performers.

"We didn't feel people would want to relate to our showbiz past if we were handling millions of their dollars," Thomas says. But a marketing expert they met challenged their thinking, telling them, "People are going to buy you before they buy your credentials."

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