Back in the good old day’s information was power. Today your customer knows more about your business or more precisely the perception of your business than you do. Jeffery Phillips' post about the new marketing mantra is enlightening.
With all the information readily available, what's the new marketing mantra? Well, rather than fear I think it is probably confidence or hope. Rather than encourage people's darkest fears when purchasing, we probably need to play to their goals and the things they want to accomplish. Rather than uncertainty, which has been all but eliminated anyway, we need to communicate the information and value they are seeking. Let the customer find it from us, rather than some third party site. This also means you can't hide your failures but must confront them honestly.
