“If they're willing to mislead and manipulate their co-workers around their office in order to sell a truck to you, what are they willing to do to you?” – Darin Persinger
Numbers never Lie:
-95% of the books in this country are purchased by 5% of the population. 95% of self-improvement books, audio tapes, and video tapes purchased are not used.
3 Things you need to build trust:
1. A large cornerstone piece of content (like a book)
2. Easy to consume recurring nuggets (emails, blog posts, podcasts)
3. Social proof (do the sheep agree?)