The real currency of marketing is trust. If you want to sell high value products and services, you need sufficient trust in the emotional bank account you hold with your prospect.
Unlike other currencies, you can’t buy it or trade trust. You have to earn it, by being valuable, different, or preferably both.
The big question is how do you build trust in a culture where we’re taught not to trust strangers. Do you build trust be being guarded and perfect? Or open and flawed?
There’s a sweet spot in doing this. We don’t trust people who give you their full life story at the drop of a hat, like we avoid crazy people on the bus. There’s an element of give and take. You can easily tell too much of your story in one go, if you’re not careful.
That’s the sweet spot to aim for.