Trust is the most important feeling a customer must have before making a purchase. It’s up there ahead of desire. As marketers, we spend so much time focussing on USPs and why our product or service is better than our competitors but not enough on why the consumer should trust us.
This links to my point about branding too. Focus on becoming an expert in your field or building social proof, testimonials and reviews etc. A lot of this comes hand in hand with building a great brand. Your business then becomes a reason to buy – not just the quality of the product. By combining trust and desire in potential customers, you will definitely sell more.