Marketers like to talk about conversions.
Trust? Not so much:
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- Trust comes first. “Converts” are also known as “believers”. Biblically, the converted are believers, aren’t they?
- We believe who we trust. Without trust, we can’t be truly believed. Instead, we’ll confuse miracles with party tricks.
- So go for trust. This is the ethical gateway to starting a relationship.
Before we concern ourselves with optimizing our work for conversions, we should ask ourselves, have we first optimized our work for trust?