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If you can demonstrate a deep understanding of their needs and provide a service that not only solves their problems but delivers added value, then your customers are far more likely to trust you. In 1950, long-running American teen magazine Seventeen developed what must be one of the earliest examples of a “buyer persona” with the creation of Teena (get it?!) – a fictional character based on survey data and used to peddle advertising space Cleared According to our own research, 9 out of 10 people say they trust what a customer says about a business more than what that business says about itself and 95% of people say that reviews – whether positive, or negative – influence their purchasing decisions. Clearly, reviews are now a huge part of our decision-making processes