When it comes to marketing yourself and your products, trust is everything. The more your customers believe that what you’re offering is the real deal, the easier it will be to get them to commit to you as a service provider. But how does one develop trust with their customer base? Most companies will tell you (by their actions) that it’s all in the marketing. Figure out the best way to tell your target audience how awesome you are. Which, in all honesty, does work pretty well. Until it doesn’t. As soon as your words stop matching your actions as a business, trust starts to degrade and consumers start looking elsewhere for their needs. Or worse, they start going out of their way to make sure that everyone else is aware of the deception. True marketing then, isn’t so much about how you present your product to the marketplace but how that very product is put together. Great marketing is branding, reputation management, fulfillment, customer service, market research and everything else that goes into offering the perfect product for your target audience.