Better Business Bureau Serving Eastern MA, ME, RI & VT needed help developing content for a new members acquisition campaign. To learn what really drives enrollment, I interviewed some of the BBB's many satisfied small business members. I learned that having a credible and highly visible online review on the BBB site was an excellent way to drive sales. I also learnt that in a world of fraud and stolen personal information "trust" is key to consumers — so being able to display the BBB seal is also key. The resulting two whitepapers are both written and designed by me. Enjoy.