The Confidence Gap

So the marketing goal needs to be to narrow the Confidence Gap and restore the consumer's trust and confidence.

Marketing Is Just The Tool To Bridge The Confidence Gap

Marketing is low or no pressure. Marketing is one-way communication. It's not afraid of rejection. It's not obtrusive.
People can review marketing at their own pace and when it's convenient for them. If they aren't interested, they can
ignore it altogether. No commitment. That is why a solid marketing program is key to success of your business.