BY SETH GODIN

The most important question is not: Is my price low enough? Is it reliable enough? Do I offer enough features? Am I on the right social media channels? Is the website cool enough? Am I promising enough?

No, the most important question in marketing something to someone who hasn’t purchased it before is,

“Do they trust me enough to believe my promises?”

Without that, you have nothing. If you have awareness but people haven’t bought from you before, it’s likely they don’t trust you as much as you would hope. If you are extending from one business to another, it’s also likely. In fact, if your value proposition is solid but sales aren’t being made, look for trust issues. Earn trust, earn trust, earn trust. Then you can worry about the rest.

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