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You Will Never Be This Honest In Your Marketing

By Jay Baer

November 17, 2015

Trust is the foundation upon which ALL business success is built. Without trust, nothing else matters. Price doesn’t matter. Customer service doesn’t matter. Marketing sure as hell doesn’t matter. Trying to succeed in business without trust is like trying to drink coffee without a cup.

One of the very best ways to gain and keep trust is to be disproportionately open and honest. Authenticity and humanity shock customers and potential customers into wanting to do business with you, because they have been conditioned to believe that nearly all companies are either lying or hiding something.

It’s been documented over and over in multiple books that forthrightness and transparency (or at least translucency) creates trust, which creates kinship, which creates customers, which creates profits. Yet, it’s still a rarity in business. Why?

Most companies simply do not have the courage to be plain-spoken, because doing so flies in the face of the shaded double-speak that passes for business communication these days.2 (Read Josh [...]

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