Two things I've noticed that are true today that were not true 20 years ago when I started my career. 1. Today, business communication is most effective when it makes the truth fascinating. First, the truth. Second, the fascination. The order does not switch. This was not true 20 years ago. 'Fascinating' alone still had a good chance of making effective business communication, because people were not yet overwhelmed by stimulation. 2. Today, buyers no longer want to be told how great the product or service is. This is because many people have developed an automatic defensive reaction against perceived self-promotion. This was not true 20 years ago. People were much more open to direct sales, and were much more trusting in general. ∙ So, what's the best way to earn the trust and confidence of others? By being trustworthy and letting them see it. In other words, by first practicing honesty, integrity and fairness, and second writing/talking about it online. If you need help doing that, let me know. Below is a video reel of work from earlier in my career.