Trust-rate optimization

Marketers like to talk about conversions.

Trust? Not so much:

• Trust comes first. “Converts” are also known as “believers”. Biblically, the converted are believers, aren’t they?
• We believe who we trust. Without trust, we can’t be truly believed. Instead, we’ll confuse miracles with party tricks.
• So go for trust. This is the ethical gateway to starting a relationship.

Before we concern ourselves with optimizing our work for conversions, we should ask ourselves, have we first optimized our work for trust?