The end of 'Trust me, I'm a journalist'
Bill Myers
Do you trust the news? If you are like a growing number of consumers, the answer is a resounding 'no'. In fact, a recent poll found that 72% of adults surveyed said they do not trust journalists to tell the truth. Unfortunately, this lack of trust in the news further erodes the trust consumers place in sales messages. These days, consumers start with distrust, and have to be sufficiently convinced before they will trust. So how do you build trust? The easiest way is to let the consumer see for themselves - either through a test drive, a product demo, photos, or a video showing the product in action. If you want to build trust in your sales messages, make it easy for the consumer to see proof that you can be trusted.
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