Today's prospects don't trust you. They've seen just about every offer and their skepticism is off the charts. As a result, attracting attention, maintaining interest and strengthening desire is not enough. You must now also overcome your prospects' disbelief. So how have you adjusted your marketing to tackle this challenge? Easy access to information means your prospects are more informed than ever before. As a result, they control the buying and hiring process. But with simple adjustments to your marketing, you can reverse this power and gain advantages over your competitors (especially those chasing the same prospects). You only need to apply three simple principles -- a process called The Trust Trilogy . "Escape the Expected: The Secret Psychology of Selling to Today's Skeptical Consumers" shows you how to establish trust as a competitive advantage, while also positioning yourself as a valuable resource and your industry's go-to authority."