Earn Trust.. Earn Trust.. Earn Trust

What is the most important question in marketing something to someone who hasn't purchased from you before?

"Do they trust me enough to believe my promises?"

Does your marketing message convey that people can trust you? 

When reviewing our clients' websites we always raise the issue of trust. 

This is a great short article by Seth Godin -http://sethgodin.typepad.com/seths_blog/2014/02/the-most-important-question.html