Your marketing is only as strong as your business’s reputation. It doesn’t matter much what a company says about itself if its customers’ opinions don’t jibe. But when customers have good things to say, that alone will sell to other customers. You could argue that reputation is the main reason people buy — or don’t buy — anything.

It doesn’t really matter what a company says about itself; it’s what the customers say about the company. And when customers have good things to say, that alone will sell to other customers.