it’s not about price, about quality, about how many features it should have
“…the most important question in marketing something to someone who hasn’t purchased it before is,

“Do they trust me enough to believe my promises?”

Without that, you have nothing.
If you have awareness but people haven’t bought from you before, it’s likely they don’t trust you as much as you would hope. If you are extending from one business to another, it’s also likely. In fact, if your value proposition is solid but sales aren’t being made, look for trust issues.
Earn trust, earn trust, earn trust. Then you can worry about the rest.”
from Seth Godin’s blog

Personally I believe that trust is something we should pay great attention to, but that it is ultimately not something that should be an effort. In fact it should be a natural, effortless attitude, a coherence between principles, words and actions that is lived in every minute of your and your company’s life.