1. Liking
1. Surround with people with who like and who like you to be there

 So the mind tends to believe that a person we like is trustworthy, otherwise, why would we like them at all?

This explains why we trust word-of-mouth recommendations from our peers

Follow these factors to make the Liking principle work:

• Physical attractiveness – [Make your website] well-designed, function and suit what you’re selling.
• Similarity – Behave like a friend, not a brand. Show them that you can relate to, and understand them.
• Compliments – Have a voice; use social media platforms not to broadcast, but hold intimate conversations and form relationships with your customers.
• Contact and Cooperation – Fight for the same causes as your customers. Nothing builds rapport and closeness like good old-fashioned teamwork.
• Conditioning and Association – Associate your brands with the same values that you want to communicate and possess.