Just between you and me...

33 replies


The prospect has to have a measure of trust in you or your business or even just your website if you're not visible. Without it, no sale will be made unless they're willing to write off a purchase as a loss -- and not many will do that.

So, I thought it might be useful to talk about two things:
1. What can a marketer do to promote trust with the prospect?

2. What do marketers do to create distrust with the prospect?
I'll add my thoughts as the thread develops. Right now this is about YOU and what YOU think. Since the answers are personal likes and dislikes there are no wrong answers -- so please disagree respectfully if you disagree or I'll come stick peas up your nose in the middle of the night! :p
#build trust #create distrust #marketers and prospects
  • Profile picture of the author Mohammed Hammad2
    I think we create trust with prospects by giving social proof and also by bonding with them and using the story-framed salesletter to let them feel they knew us long time ago and these crazy ninja stuff, so they trust you at the end.

    Also Helping them before selling them something at the end create trust

    I think it is all about giving the community, then they will ask you automatically "How can I buy your stuff"

    In other words "Don't Chase The Money, Let The Money Chase You", I took those words from my mentor Alex Jeffreys, which means it is all about giving value, which create trust, which leads to sales as you explained in your drawings above
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  • Profile picture of the author Tina Golden
    Trust boosters for me:

    Sincerity (or a darn good facsimile)
    Social proof, if I know who gave it or can tell it's real people (if not a WSO, then I like to see websites listed that I can go look at)
    Confidence in their own product without over-the-moon hype
    A guarantee that is personalized and not just the same one you see everywhere
    Secure ordering process
    Professional site and design
    Site has been up for a while

    Trust red flags for me:

    Lots of hype but no substance so that you don't really KNOW what the product is
    Unsecure ordering process
    Site looks like it is out of the 90s or that a 1st grader put it up
    Site is brand new
    Seller is brand new (in the case of WSOs)

    None of these factors are considered singly but all at once and I usually will only buy from a seller/site if the trust boosters outweigh the red flags by a good amount. And these aren't all the factors, but they are the ones that come to mind first.
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  • Profile picture of the author George Wright
    Sell something at a price the buyer can't refuse and wouldn't lose much money if he did indeed lose his money. Then over deliver to the extent that he will trust your ability and willingness to provide good value.

    After that live up to the reputation you built and he will tell others.

    Keep on doing that over and over. I.E. rinse and repeat.
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    • Profile picture of the author Dennis Gaskill
      A lot of good answers so far. There are three replies that I feel compelled to respond to directly...

      Originally Posted by George Wright View Post

      Sell something at a price the buyer can't refuse and wouldn't lose much money if if did indeed lose his money. Then over deliver to the extent that he will trust your ability and willingness to provide good value.

      After that live up to the reputation you built and he will tell others.

      Keep on doing that over and over. I.E. rinse and repeat.
      George, this is how I turn freebie seekers into buyers. The last time I did this I offered 10 original ebooks on 10 different topics. There were exactly 200 pages of content in all ... for just $10. I made around 300 sales, many of which turned around and bought other products after they saw the quality of my work. Many of them continue to buy from me to this day. That one act gave me about a $3,000 boost immediately and an ongoing increase of income over time.

      @ Johnny - True, and just as unfortunately, there are a few marketers who see things quite similar to your cartoon - if not consciously, then in actions.

      @ Art - You're on the right track. If you don't mind putting your face on your web site that can help build trust too, although if I remember correctly, Allen (Says) says using your picture is a mistake, I think because some people won't like you just by looking at you. It's a good point, but... I've got a book upstairs called Split-second Persuasion that goes into detail about the use of photos and what kind. A little photoshop can do wonders for making a person look more trustworthy according to several studies.
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      • Profile picture of the author art72
        Originally Posted by Dennis Gaskill View Post


        @ Art - You're on the right track. If you don't mind putting your face on your web site that can help build trust too, although if I remember correctly, Allen (Says) says using your picture is a mistake, I think because some people won't like you just by looking at you. It's a good point, but... I've got a book upstairs called Split-second Persuasion that goes into detail about the use of photos and what kind. A little photoshop can do wonders for making a person look more trustworthy according to several studies.
        And Yes, you nailed me there. I am having a bit of stage fright when it comes to publicly displaying my picture. It's not that I look like a Charles Manson or anything, just not the photogenic type.

        The irony is, all three of my teenagers look like they could be models.

        Who knows, in the near and not so distant future, I may face that fear, and put my pic out there. I guess it's a good thing that I've been married for nearly 20 years... these days it seems 50% (or more) of relationships start online... with a profile pic.

        Definitely something to consider.

        Thanks

        Great thread... some insightful practices disclosed indeed.
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  • Profile picture of the author John Romaine
    Spot on Dennis.

    Unfortunately, a lot of people see it like this...



    PS. I dont like peas.
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  • Profile picture of the author art72
    I needed a good laugh, after having my email hacked earlier!

    Since, I am nearly void of many of the mentions above concerning social proof, website age, etc...

    I have been working the sincerity (*honesty) angle, and focused on creating/delivering value, building more professional looking websites w/ quality content, and more than anything else, working on building my lists, whereby, I think the interaction there will be crucial in the months to come.

    Naturally, the secure checkout and quality products should help too, but when you have no credibility, it is definitely work to get inside a prospects head and create that silent trust. A process to wit, I continue to explore.

    -Art
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  • Profile picture of the author John Romaine
    Dennis, I received an email from a buyer not too long ago and it read ..

    "I really wasn't sure about your product. I thought it was just another one of those scams, but you looked like a decent and likeable fellow in your video, so I bought it"

    Shows the power of videos aye?

    BTW - My video wasnt scripted, nor did I wear a fancy suit. I just sat there and talked as if I would have with anyone.
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  • Profile picture of the author Joshua Rigley
    Banned
    I would never trust a marketer with black hair and brown eyes. Just saying.

    P.S. Great thread Dennis, and good point about trust.
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  • Profile picture of the author Dennis Gaskill
    Johnny, the video obviously play an integral role for that customer. It might also show the power of sincerity on your part, and the power of just being a regular guy.

    Of course, maybe he just liked your shirt.


    @ Joshua - Good thing my hair is turning gray, maybe you'll be able to trust me soon.
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    • Profile picture of the author John Romaine
      Originally Posted by Dennis Gaskill View Post

      Of course, maybe he just liked your shirt.
      Well it wasn't my good looks, so you could be right

      BTW - These peas, will they be frozen or cooked? Just sayin'
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  • Profile picture of the author KamauAustin
    I've found over the years (especially not working in the IM
    field or having connections with IM gurus much) is to get
    testimonials from verifiable experts with letters behind their
    names or trade associations. I create a great product and
    run it by PhDs, MBAs, directors of Chambers of Commerce, etc.

    I've been surprised by the great testimonials I've gotten
    over the years this way. Of course I reference the sites
    or institutions they are associated with if I can. And this
    helps build rapport.

    I also honestly share my life challenges if it is Germaine to
    how my product helped me and can help them. I also do
    real world seminars with established trade associations
    banks, and chambers of commerce. So I get more
    credibility being associated with a respected group.

    BTW great answers by everyone. Good stuff.
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    • Profile picture of the author Dennis Gaskill
      Originally Posted by ramone_johnny View Post

      Well it wasn't my good looks, so you could be right

      BTW - These peas, will they be frozen or cooked? Just sayin'
      Johnny . . . strained!

      Originally Posted by KamauAustin View Post

      I've found over the years (especially not working in the IM
      field or having connections with IM gurus much) is to get
      testimonials from verifiable experts with letters behind their
      names or trade associations. I create a great product and
      run it by PhDs, MBAs, directors of Chambers of Commerce, etc.

      I've been surprised by the great testimonials I've gotten
      over the years this way. Of course I reference the sites
      or institutions they are associated with if I can. And this
      helps build rapport.

      I also honestly share my life challenges if it is Germaine to
      how my product helped me and can help them. I also do
      real world seminars with established trade associations
      banks, and chambers of commerce. So I get more
      credibility being associated with a respected group.

      BTW great answers by everyone. Good stuff.
      I like to link testimonials to the person's website, but I can see where simply referencing it would work too. Excellent answer. A lot of folks seem to think such people aren't approachable, and some will ignore, but many will respond, too. As you already know, we never know who might respond to us until we try.
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  • Profile picture of the author Texacola
    <-- My pink teddy builds trust for me! Everyone knows I'm cuddly and soft, unless you **** with me, then the knife comes out. haha

    *edit* Wait, what happened to my avatar? *sigh*
    *edit2* Fixed, Teddy's back!
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  • Profile picture of the author KamauAustin
    @Dennis, I never tried linking to the sites because conventional
    wisdom years ago was to show the website but not distract them
    by making it a live link. If they click off you could lose a sale was
    the caveat in the past on this matter.

    Maybe this dynamic has changed a bit and now live links are
    considered more trust worthy. I'd have to test this out.

    Also as a SEO and Social Media consultant nothing beats showing
    a potential customer a live demo of one of my sites with a top Google
    ranking or pop up Facebook and show them over 5,000 friends and
    how I network to reach 117,044 people in social media.

    Being able to backup what I'm saying with Google or Facebook proof
    (which they know I can't fudge in real time in front of them) goes a
    long way to establish trust and rapport. Also references from satisfied
    clients doing business to the tune of millions of dollars in some cases
    online also helps.
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    • Profile picture of the author Dennis Gaskill
      Originally Posted by KamauAustin View Post

      @Dennis, I never tried linking to the sites because conventional
      wisdom years ago was to show the website but not distract them
      by making it a live link. If they click off you could lose a sale was
      the caveat in the past on this matter.

      Maybe this dynamic has changed a bit and now live links are
      considered more trust worthy. I'd have to test this out.
      You're right about that. I've been doing this since 1997. When I link a testimonial to the person's site, I pop that link open in a new window. I should add that, because of the niches I'm in, most of the sites I link to pose no competition and typically do not have any topical relationship to my niche, so the chances of losing them are greatly reduced.

      While this works for me, your point about testing it excellent, and highly advisable. What works for one person may not work for the next even though they do the same things as closely as possible.

      Also as a SEO and Social Media consultant nothing beats showing
      a potential customer a live demo of one of my sites with a top Google
      ranking or pop up Facebook and show them over 5,000 friends and
      how I network to reach 117,044 people in social media.

      Being able to backup what I'm saying with Google or Facebook proof
      (which they know I can't fudge in real time in front of them) goes a
      long way to establish trust and rapport. Also references from satisfied
      clients doing business to the tune of millions of dollars in some cases
      online also helps.
      Yeah, lol, that would do it. That's straying a little away from where I meant to go with this thread. My intent was to help newbies to learn what to do and not to do in regards to building trust and credibility into their sales pages, but that's okay if it wanders. When you say "real time" are you refering to online via a shared software connection, or in person?
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  • Profile picture of the author tryinhere


    So, I thought it might be useful to talk about two things:
    1. What can a marketer do to promote trust with the prospect?
    Only in giving do you receive

    2. What do marketers do to create distrust with the prospect?
    the opposite to #1. above
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  • Profile picture of the author Ken Leatherman
    Earning trust and credibility is somewhat of an art. Especially on a sales page or an e-Mail. But the thing is it can be done, with practice, even if your a rookie just starting out.

    How you ask? By being yourself. "No way! That's to simple" you say. But the fact is it's not to simple.

    Let your own personality shine through. Now I'm not talking about the part of you that is a total ass; when you first get up in the morning. Unless of course your a total ass all day long :p

    I'm talking about the part of you that is willing to help someone when they need help. Which of course means your trying to solve their problem. When that reflects in your sales page you have just earned their trust and come across as credible.

    Just my morning thought after I drank my 2nd cup of coffee and stopped being my normal grumpy ass self when I first get up.

    Ken

    The Old Geezer
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  • Profile picture of the author tpw
    Originally Posted by Dennis Gaskill View Post

    so please disagree respectfully if you disagree or I'll come stick peas up your nose in the middle of the night! :p

    For those who have skillz, "peas up the nose" only ensures a more robust launch...


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  • Profile picture of the author Daniel Wilson
    You need to work on your brand so other people will advertise for you. If you do successful job at this you won't need to find customers because customers will find you!

    It may take months or years to do this but it pays off.
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    • Profile picture of the author JohnMcCabe
      How to build trust?

      'Talk' to me like a human being with a brain, not an open wallet or a syringe filled with strained peas.

      "Reason why" copy goes a long way with me. This is especially true with discounts and specials. We both know you aren't giving a discount just because you want to help me out. Maybe you're celebrating a milestone, or just getting started. Heck, maybe you lost a bet. Just tell me why, and if I believe you, we're good.

      How to lose trust?

      Treat me like an idiot. Talk down to me. Spend twenty pages telling me what your product is NOT, and then expect me to hit the buy button.

      Piss on my leg and tell me it's raining.

      Make my ears ring with the sizzle when there isn't even a hint of a steak.

      Lie to me about things I can easily check.

      As for using a picture, there are things you can do if you have a 'face made for radio'...

      Hide behind a bushy beard (or a hat and sunglasses), and hold up a cute puppy (or a big fish)... :p
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  • Profile picture of the author Janice Sperry
    Building and maintaining trust may be one of the most under-appreciated but essential aspects of Internet marketing. It is important for the those focusing on the impulse buyers/subscribers and even more so for those building for long-term.

    I think Tina nailed it with her list. I might add:

    Trust Boosters:
    Excellent follow-up to questions and support issues.
    Admission of mistakes, miscommunication, etc.
    Actually trying to adhere to FTC regulations. (Some things are up to interpretation but many/most (?) IMers are ignoring them completely)

    Trust Red Flags:
    Made up excuses for long delays or complete neglect of support issues.
    False scarcity and false time-tables.
    Obvious theft of content and images from other sites.
    Collaberation with other known sleazy business people.
    Fresh content has not been added for a long time.

    Final thought: Trust can be "manufactured and manipulated" of course. Bernie Maddoff made all his money from building trust. I always ask myself - Can I trust my trust?
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    • Profile picture of the author Tom Ryan
      To earn my trust, relate to me and let your personality shine through. Show me that you've been in my shoes and empathize with me. Tell me your story and let me get a glimpse into your life.

      To lose my trust, continue to talk down to me. Place yourself and your partners on a pedestal. Email me constantly about the next greatest thing that I must have to succeed. Send the same canned email as the rest of your partners.
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  • Profile picture of the author Shaun OReilly
    Originally Posted by Dennis Gaskill View Post

    1. What can a marketer do to promote trust with the prospect?
    Since May 2001, I've been working one-on-one with private
    clients in service-based businesses. Over that time, I've
    learned some key lessons on how to build trust and turn
    prospects into long-term customers.

    Here are some crucial elements that apply online and offline:

    1. Credibility

    You've got to show that you KNOW your subject matter so
    that you inspire confidence and trust with the prospect.

    However, you've also got to show that your a decent person
    too and you do that by how you behave and treat your prospects.

    2. Deliver

    Prospects need to know that you can be relied upon to
    deliver on whatever you say.

    So, focus on delivering on your small and big promises. Do
    what you say you'll do, when you say you'll do it. If you
    can't deliver on a promise, let them know as soon as you
    can together with the reasons and a counter-offer.

    3. Connection

    To build trust with a prospect you need to CONNECT with
    them on an emotional level - not just by relying upon your
    subject expertise.

    This is where inter-personal skills come to the fore. If you
    can demonstrate to the prospect that you UNDERSTAND
    their biggest hopes and fears, they'll trust you more.

    Use your personality too to connect with your prospects
    so that they connect with you as a person too.

    4. Prospect-Focus

    People are naturally suspicious of your intentions so you've
    got to demonstrate that you have the prospect's interests
    at heart.

    Communicate why you're doing what you're doing and how
    it's in the best interest's of your prospect and how you
    benefit too yourself.

    5. Belief

    You'll find that trust is easier to build when you believe
    totally in what you're doing.

    The more you believe in your business and your prospects,
    the more CONGRUENT you'll be and this will increase the
    power and effectiveness of your communications.

    Originally Posted by Dennis Gaskill View Post

    2. What do marketers do to create distrust with the prospect?
    The opposite of above.

    Also, just look at what most marketers do and DON'T do it.

    Take a look on Clickbank or most of the threads in the WSO
    forum and you'll get a good lesson in what NOT to do if you
    want to inspire trust. (If you want to make short-term sales
    though, that's another matter).

    Dedicated to mutual success,

    Shaun
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    • Profile picture of the author Dennis Gaskill
      Originally Posted by JohnMcCabe View Post

      "Reason why" copy goes a long way with me.

      ..snip...

      As for using a picture, there are things you can do if you have a 'face made for radio'...

      Hide behind a bushy beard (or a hat and sunglasses), and hold up a cute puppy (or a big fish)... :p
      John, your "reason why" is extremely important. I forget if it was Robert Cialdini in Influence or Dan Ariely in Predictably Irrational, but the author cites a study where people asked to cut in front of people waiting to use a copier. When a reason was given as to why they wanted to cut in line, people were much more willing to allow it -- even though the reason was simply, "I need to make some copies."

      Not much of a reason since that's why everyone was in line, but the brain likes to have reasons, and if the reasons are reasonable, people are far more apt to be cooperative.

      As for the pictures, have you tried wearing a hat and sunglasses while sporting a bushy beard and holding a puppy that's eating a fish? Do that and you won't even need sales copy.

      Originally Posted by Janice Sperry View Post

      Building and maintaining trust may be one of the most under-appreciated but essential aspects of Internet marketing.
      ...sniip...
      Final thought: Trust can be "manufactured and manipulated" of course. Bernie Maddoff made all his money from building trust. I always ask myself - Can I trust my trust?
      Under-appreciated but essential is exactly why I started this thread . . . that, and I wanted to make a cute cartoon.

      Can I trust my trust? Great question to ask yourself. Right up there with "What is the best response right now?" when facing an emotionally charged situation.

      Originally Posted by Tom Ryan View Post

      To earn my trust, relate to me and let your personality shine through.
      Yes indeed! A few people have mentioned letting your personality come through, and this is something I've taught for many years. Of course, one has to infuse their personality wisely or it can backfire.

      Originally Posted by Shaun OReilly View Post

      Since May 2001, I've been working one-on-one with private clients in service-based businesses. Over that time, I've learned some key lessons on how to build trust and turn prospects into long-term customers.
      And your experience and lessons learned show! Thanks for the well-thought out post. On the "prospect focus" part, this is where a lot of those who struggle with copywriting stray off course, IMO. They don't keep enough focus on the buyer. When I write copy, one of the first things I do on the first edit is to go through looking for every place that I used the word "I" and try to find a way to turn the focus off of me and onto the prospect.

      Good stuff everyone!

      @ Bill - Dude, I was eating lunch when I opened this thread to see if there were any more comments after I went to bed. I did NOT need to see that nasty picture while eating lunch! Daggone imitation cowboy. :rolleyes:
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      • Profile picture of the author Martin Luxton
        Originally Posted by Dennis Gaskill View Post

        As for the pictures, have you tried wearing a hat and sunglasses while sporting a bushy beard and holding a puppy that's eating a fish? Do that and you won't even need sales copy.
        Damn - that's why I didn't make a sale! In my picture I was holding a fish that was eating a puppy.

        Martin
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        • Profile picture of the author milkyway
          Originally Posted by Martin Luxton View Post

          Damn - that's why I didn't make a sale! In my picture I was holding a fish that was eating a puppy.
          Martin, lol -- the question is whether it was the puppy, the fish or you in the pic who was preventing the sales... ;-)

          Regine
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      • Profile picture of the author milkyway
        Dennis,

        great thread.

        One other thing makes a great difference to me: If you're trying to sell to me, it helps (a lot) if you tell me for whom your product is NOT suitable. E.g. for which level of experience, for which interests, for which goals, ...

        Either I'm part of the target group, or I'm not. Either way, I'm gonna trust you a lot more...

        Regine
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        • Profile picture of the author Dennis Gaskill
          Originally Posted by Martin Luxton View Post

          Damn - that's why I didn't make a sale! In my picture I was holding a fish that was eating a puppy.
          You need to buy my WSO, How to Pose with Wild Animals to Explode Your Bank Account and Fertiliize Your Lawn

          Originally Posted by milkyway View Post

          Dennis,

          great thread.

          One other thing makes a great difference to me: If you're trying to sell to me, it helps (a lot) if you tell me for whom your product is NOT suitable. E.g. for which level of experience, for which interests, for which goals, ...

          Either I'm part of the target group, or I'm not. Either way, I'm gonna trust you a lot more...

          Regine
          That's a very good point. I had a customer compliment me one time for setting up a table showing who a membership site I own was intended for.



          And my Thanks button has disappeared so I'm out of thanks, so if you don't get a thanks it isn't because I didn't appreciate your comment.

          And with that, time to go watch a little NFL.
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  • Profile picture of the author Liam J Samuel
    Hi folks,

    Whilst I am a newbie on WF I am not new to IM.

    As I predominantly use email marketing, I have found that the best way to build trust with my subscribers is to let them into my own life a little in my emails. I write as I would to my friends and encourage them to email me with any questions.

    I only recommend products that I have actually bought and tried - and my subscribers know that. How could I recommend a product to my 'friends' if I have only read the salespage?

    I use my photo - but not too sure if that is a good thing or not

    Liam
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    • Profile picture of the author JohnMcCabe
      Originally Posted by Liam J Samuel View Post

      I use my photo - but not too sure if that is a good thing or not

      Liam
      Liam, our President Abraham Lincoln (who was not known for his physical attractiveness, to be kind) was once accused of being two faced. His reply?

      "Sir, if I had two faces, why would I be using this one?"
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      • Profile picture of the author Michael Shook
        To build trust:

        What is says on the box is what is actually inside.
        If it's online, no "hey, wait a minute" popups
        Easy delivery of what you are selling.
        Benefits (not features) explained in a way that the prospect understands what they are buying.
        Listen after asking a question.

        Distrust:

        Sell something that teaches or encourages the buyers to cheat, loophole-ize, hack or steal something from somebody else.
        Your email attached to the PP account or email bounces with a permanent failure.
        Don't answer your email.
        Talk non-stop.
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  • Profile picture of the author harryhumph
    Trust is mainly these five things

    Transparency

    Responsiveness

    Consistency

    Courtesy

    Reciprocation
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