3 steps to design marketing to build customers' trust and loyalty

Interesting article, written for the travel industry but applicable to all industries. It offers three basic steps in marketing to build customers' trust, that all come down to being trustworthy, behaving in such a way they believe in your integrity, reliability, honesty and competence.

1. Demonstrate mastery of your subject.
2. Show commitment to your clients. Use language that speaks to their benefits. Testimonials are valuable as well.
3. Recognize they are individuals with unique needs. Empower your client, educate them, soothe their fears.

http://www.travelresearchonline.com/blog/index.php/2011/08/trust-me/