Imagine if the Nigerian prince—you know, the one spamming your email—really did have millions of dollars he needed to smuggle out of the country. Imagine he was legitimately offering you a generous portion of the cash to help you out. Think how sad and baffled he would be as yet another email went unanswered, even unopened. His motives are pure—but he lacks credibility, and so he cries himself to sleep on a mountain of landlocked money.
You are offering something of value to your audience (aren’t you?). You’re striving to be authentic and transparent and customer-centric and every other buzzword. But like the theoretical Nigerian prince, your content can be ignored if you don’t establish credibility and build trust…
