Fascinating post from Roger Dooley on his Neuromarketing blog. Simply expressing, firmly, that you can be trusted may enhance the trust that others will place in you.¬† The ten words in the title of this post were shown in an advertising study — about auto service, no less — to measurably increase the level of potential customers’ trust.

If this is so, why do we stereotypically refer to the smarmy salesman who says “trust me,” always implying when we do that the salesman has something to hide? Is this because, subliminally, we know that the phrase works? How do you react when someone says those simple words: trust me?