The following is a great post about fear being the #1 deal killer. Sonia Simone uses life experiences and the analogy of a troll creeping out and scaring away the buyer every time you get close to closing a deal.

Her commentary is about websites (and statistics do reinforce that over 80% of new home buyers are doing initial research via the internet) so it is important for real estate developers and builders marketing new homes to have a great web presence. But her post really applies to just about everything in marketing: the message, the materials, the website, the sales center, the sales people.
She acknowledges that killing the troll isn't easy, but you have to do it if for success – Trustworthiness, transparency, credible authority, lots of high-value content, and just plain old decency are your best weapons.

The #1 Conversion Killer to Your Copy (and How to Beat It) – by Sonia Simone, Copyblogger