Credibility is about words. Small businesses need to feel confident in the quality of your content – that is, what your company has to say about any given topic.
Reliability is about actions. Small businesses need to feel that they can depend on your company to deliver what is required of you.
Intimacy is about emotions. Small businesses need to know that your company intimately understands them and their business.
Self-orientation is about motivations. Small businesses need to feel that your company is motivated by what’s best for your clients, not for yourselves. (full article)
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