If you want people to buy your product or service, people who might find that offering valuable first need to be aware that you can provide it to them. This is where your first impression content comes in.

Next, they need to understand both the offering as well as who you are. The more they understand the person offering a solution and find similarities with them, the more likely they are to feel that a solution which worked for someone like them will also be useful or desirable for themselves. In your content, this relates to the way you are perceived and the comprehensiveness of your offering through the guided discovery phase.

And finally, the customer has to believe that what they have understood about you is true, and that what you have to offer can actually help them. This is conveyed through the authenticity of our content, i.e. the belief that the way things seem is aligned with the way things are in reality.

All this is to say, in slightly altered words, what the old sales maxim asserts:

People buy from those they know, like, and trust.