"In their book No B.S. Trust-Based Marketing, authors Dan S. Kennedy and Matt Zagula detail strategies to build and maintain trust in your business, and in turn attract both customers and profits. In this edited excerpt, the authors detail how trust can be used to reach and retain customers.

There are many different sources of trust. Not every business can effectively draw on every source, but there's no business that can't be strengthened by drawing on some of them:

• Authority -- doctor, lawyer, accountant, police officer, fireman
• Affinity -- shared background, experience, philosophy, fraternity
• Credibility -- factual basis for trust
• Longevity -- years in business, in the community
• Celebrity -- being known or being known for something
• Familiarity -- reassuring omnipresence
• Frequency -- the more often heard and seen, the more easily trusted
• Second-party transferral -- earned, engineered, borrowed, rented, purchased endorsement
• Place -- geographic or target market; being for a certain customer
• Demonstration -- seeing is believing

Click on the link below to see the explanation behind each.