trust rule 1

When it comes to business, there is nothing more important than trust. People are innately dubious. Marketing is already difficult enough with product design, customer service, packaging, pricing, product placement and so forth. Without trust, trying to sell your products or services will be an even greater uphill battle.

Over the years, I have narrowed trust to six rules. They are relatively straightforward.

1. You Cannot Sell Directly to Someone Else

… because you have an ulterior motive. Clients will always ask —

  • “What’s in it for me?”
  • “What’s in it for you?”

This is why cold calls do not work. So don’t try to acquire business by emailing or otherwise contacting prospects directly with a sales pitch. Get them to come to you.

Getting people to come to you is a form of inbound traffic. This is why being found via word of mouth, social media or Search Engine Optimization (SEO) is so much better. Don’t you agree?

This is why trust takes time to build. You cannot rush it.

Musée d'Orsay

Read about the other rules:


For more content strategy posts, read here.

Lawrence Chan

P.S. Cold callers are most annoying. This is how I would treat them.

What annoys you most? Comment below!