I don’t know you.
I don’t know you and that makes a big difference in how I perceive you, your company and your product or service. I’m not alone in that, either. If you really want your prospective market to buy from you, you must do your level best to help them know and understand you.
Notice I said help, not make. You really can’t do anything to make someone know, like and trust you. However, you can change their opinion of you from a relative unknown into a likeable expert, one who has their Challenges, Needs and Interests (the CNI factor) in mind.
