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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 Consumers tend to trust their fellow customers more than the businesses they're buying from. Real customers' experiences are often seen as more objective and hold more weight than a company's clear-cut marketing