Seth Godin, one of the more prolific and influential experts in marketing today, offered some advice in a recent newsletter to his fans: “Trust is the biggest hurdle. And trust largely comes from social proof … Your job as a marketer is to take the threads of social proof and weave them together into something powerful. No, you can’t fake this (and shouldn’t try). But you can amplify it.” That chasm between “faking it” and “amp
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