Potential customers would prefer if you tell them the truth and be authentic. Of course they want quality, good service and value for money but more than ever they want to know if the individual or brand is reputable.

With that in mind, don’t try to “over-sell” your products and services, or apply too much spin to your content. Customers are now very well aware that you’re the most biased source of information they can possibly consume.

Instead, provide educational material that helps the consumer make an informed decision. By allowing customers to make up their own mind, even if it means them deciding not to buy on that occasion, you build up trust – which results in your next piece of content being valued more. Do the opposite and you will gain a poor reputation and risk losing people forever.