David Meerman Scott pointed out this video:

Before you start selling, you’ve got to build up credibility. You’ve got to answer the questions swirling around in your prospect’s mind:

Who are you?
Why should I believe you?
What are you giving me?
Why should I care?

If you want to break into a new market or start selling new products, you’ll have to establish trust first. Emailing people you don’t know, or producing four-color media kits (printed or electronic) won’t get you in the door. Neither will spewing way too much information about your eating habits on Twitter. Don’t assume everyone (the press, the public, your potential customers) are sitting around waiting anxiously for your call. They don’t want “you”, what they do want is a relationship with someone they trust to solve their problems.