Know. Like. Trust.
You know the formula by now. When you accomplish that holy trifecta, you’re well on your way to earning a paying customer. You might even win that customer’s loyalty.
But your readers have very sensitive slime radars.
You don’t even need to be a complete slimeball to discredit your character. Your readers’ trust issues may not trace back to the words you say or write — they could even be inflamed by the stuff you don’t say.