Interactions rarely happen with people we don’t trust.
How is it that someone sees your website or your social media presence or your email and decides to interact? The decision to interact happens before someone actually listens to what you have to say. Here’s a way to think about the factors that kick in before the browser even hears what you have to offer them today:
Word of mouth
Tone of voice
Size of leap
Perception of transparency
Dal blog di Seth Godin. Il resto è QUI.