Building trust is more important than making the sale.

The next time you hear someone tell you that a marketing or conversion tactic “works”... ask this question: 

“OK, it might work to convert 10% of the audience… but does it build trust with the other 90%... or does it feel salesy to them?”

Years ago, I used to care only about the small percentage of my audience who converted -- I was all about the sale, getting the transaction. The rest of the audience? I thought of them as “illusory clients” or “tire kickers”.

I used to prioritize my own profit...