A few weeks ago in this space, we discussed “Reasons to Believe.” We defined RTBs as persuasive facts that support the promise you make or the difference you claim.
Reasons to Believe are particularly critical in this era of eroding consumer trust. These days, you should assume distrust. That’s because consumers have been disappointed so many times in the past – lousy customer service, bait-n-switch, golden parachutes for incompetent execs, you name it. [Read more…]