The rules of online marketing just changed, and most founders didn’t get the memo. Here’s what Founders need to know: Hype marketing isn’t as effective as it used to be. People bought into it and were left scarred by the discrepancy between the marketing promise and product delivery. Don’t oversell. The trust recession is real. Your audience wants to see ‘the receipts’ (proof that you can do what you’re claiming) before they buy. *If you’re new to business, read this article: