Chapter 14
Increase your sales
“Best way to sell something – don’t sell anything. Earn the awareness, respect, and trust of those who might buy.
RAND FISHKIN, FOUNDER, MOZ1
Authenticity
Far from being just a buzz word, the rise of authenticity as a USP reflects a significant shift in the underlying motivations driving consumer behaviours. Rather than being led by price alone, we are increasingly making purchase decisions based on a brand’s authenticity2 and sustainability. While we might consider this to be an option afforded only to the rich, in reality the figures suggest that this trend goes much deeper. A global report by Nielsen found that consumers from all markets (both developed and emerging) are increasingly favouring sustainable ...
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