the most important question in marketing

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.

the more interactions an idea produces, the quicker it will spread

“Ideas that spread win. Ideas don’t have to be selfish to win, in fact, it turns out that the more generous the interactions an idea produces, the more likely it is to spread.

See the example of guacamole: in less than a generation, it went from an unknown delicacy to something commonplace: it spread partly because it’s a party food, so people discovered it when others shared it…

Seeing your business or your project as a multi-generational organism, one that you can mutate at will, is a useful way to help it grow. I’ve written about it here and here.”

Extracted from Seth Godin’s blog.