Emily recommends IMPACK , Tunnl and Zmags for their UX and filtering capabilities.) Customers buy from businesses they trust Marcus Sheridan, author of " They Ask, You Answer, " put it quite succinctly: "Trust is the real currency of business." Many years ago, when Marcus was in charge of sales for his fiberglass pool company, he started writing transparent content to address the core issues raised by clients.
Rather than a hard sell, he prefers honesty and candor. Marcus believes in the fiberglass pools he sells, but he knows the material doesn't make sense for every customer. There industry mailing list drawbacks such as size limitations and customization options that make the pool best suited to a particular client. Instead of telling everyone why fiberglass pools are the best, he writes honest comparisons with other materials and methods,
listing the pros and cons so clients can make the best decision for them. If Marcus sells fiberglass pools to unsuitable prospects, they become dissatisfied customers and his business suffers in the long run. Instead, he's focused on building trust—he believes unbiased content is the most effective way. "If people don't trust you," Marcus said, "they won't feel like you have their best interests at heart or you won't actually deliver on your promises. They won't trust you to solve their problems." "