If one of marketing’s main goals is, as I touched on a few weeks back, to reduce perceived risk for your prospects, then it’s worth discussing ways you can lose your audience’s trust and how to avoid the mistakes that are likely to lead to that loss.
First, it’s worth remembering that your prospects’ expectations have changed. In both the B2B and B2C worlds, buyers are less likely to be won over by “bullhorn” marketing (“Here we are! Buy from us now, now NOW!”) and more likely to respond to an approach that focuses on their needs.
