The 15 ways to build the Know, Like, Trust Factor on a Budget

The 15 ways to build the Know, Like, Trust Factor on a Budget

When people know you, like you and trust you, they’re far more likely to buy from you or refer you to others. But like all relationships, building the ‘Know, Like, Trust Factor’ takes time.

The 5 ways to become known

1. To be successful in business you need to be known for something.

And if you’re trying to be known for everything then you can’t be known for just something. Make sense? Nothing works as well in marketing as good old-fashioned relevance. Commit to getting clear about the niche you want to help the most. Then write or speak to their challenges and cravings. You’ll be remembered in context and easy to refer.

2. Share a free product in exchange for an email address.

Ask yourself, “What would be a miracle for my niche right now?” Then create something that takes your ideal client towards realising that miracle. This free gift could take many forms. E-books, podcasts, videos and short courses all work. Give people a genuine taste of what you’re all about. Whet their appetite.

3. Encourage sharing.

This isn’t just a case of asking people to share your stuff (although if you don’t ask you may not get). Make the content you create shareable. Take a stand. Entertain. Provoke. Engage. Use infographics, images, podcasts and videos as well as written content.

4. Build relationships strategically.

Where do your niche already hang out? Who do they already look to for support? Who do they already know, like and trust? Build alliances with these people in a collaborative and supportive way.

5. Blog.

There are so many benefits to blogging. It could sit under the ‘Like’ and ‘Trust’ sections, too. In short, search engines reward you for providing fresh, relevant, regular content. You get to showcase your expertise and give a sense of your business culture and personality. Blogging gives you a chance to show just how well you know and understand your clients’ problems, too.

The 5 tips for building like-ability

1. Stop trying to sell to people or pull them over to your side of the fence.

Instead, meet people where they are – with empathy. Give your niche what they already know they want and need instead of making what you have fit.

2. Be real and share your genuine point of view.

If you put something neutral out there, you’ll get a neutral response from your audience. Your aim is to get people off the fence (without a bias in either direction).

3. Be polite.

If people share your stuff, say thank you. Return the favour if it’s appropriate to do so. People are quick to share good feedback about themselves but forget to thank the person giving it. Be helpful, responsive and generous with your time and attention.

4. Be visible.

Did you go through a similar challenge to your niche? Consider sharing your story on your ‘About’ page. Put a face to the name – weave images through your website and head shots in your social media profiles. Let your audience check you out from a safe distance. And in as manny ways as possible. It let’s them decide if there’s likely to be a connection.

5, Start a conversation.

Invite your audience to engage with blog posts then thank them for their contribution. Ask questions in your auto-responder. (The message people get when signing up to your mailing list). As a guide, 95% of your posts should be helpful, engaging, building relationships. Save 5% for communicating what’s available for people to buy from you.

The 5 ways to build trust

1. Be explicit about who your product or service is not a fit for.

People will respect you for this. Have a list of people you could recommend who are more suited to the needs of the person at that time.

2. Stop marketing your thing.

When you push the product or service you sell, people carry a level of resistance. They know you stand to gain from their yes. Instead, market the movement within which your product or service has a place. When you market a movement, people will carry you. They will see that your purpose goes beyond mere profit.

3. Slow. Down.

Allow your audience time to establish if this is a fit. Fast marketing works but it comes at a price. Seek to take all the pressure, hype, scarcity and persuasion out of your marketing. Date your clients. Build trust and connection this way.

4. Incorporate testimonials in your web copy and encourage word of mouth referrals.

Let people see their own problems reflected in the feedback from others. They are far more likely to move forward that way. And this is how the most sustainable businesses grow.

5. Reduce the risk of someone taking the first step or the next step in the process.

Make a list of all the reasons someone may choose not to buy from you. (e.g. What if I spend all this money and it doesn’t work?”) Then talk directly about these risks in your marketing copy.

Over to you 

Build the Know, Like, Trust Factor and you’ll be laying foundations for a sustainable business. Which people, brands or companies do you know, like and trust and why is that? Your voice is the only thing missing from this post so please share your examples in the comments section below.

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14 Responses to The 15 ways to build the Know, Like, Trust Factor on a Budget

  1. Some really helpful tips Lisa, they are all really helpful & 2 I find the most helpful are to ask ‘what would be a miracle for my niche right now?’, it’s a great way of finding an opt in & also for blogs.
    And also to ‘Identify all the reasons someone may decide against working with you & talk about these risks’. A great idea & I hope I’m brave enough to do it!
    Thanks so much Lesley x
    Lesley Pyne recently posted…3 ways to take control at ChristmasMy Profile

    • Hi Lesley. Thanks for taking the time to comment. I think lowering the risk of people taking the next step is one of the most important (and yet most frequently overlooked) aspects of marketing. To make it less daunting you could consider asking a friend, “why wouldn’t you hire someone like me?” Directly addressing someone’s internal dialogue on your website is an incredibly powerful way to display empathy and demonstrate that you ‘get’ where potential clients are at.

  2. Wow, love it. Great to be reminded of all the things I knew but have forgotten to implement! Also great to get your fresh, clear insight into all the things I didn’t know too. Really useful, thanks so much.
    Angela x

    • Hey Angela – it’s a complete pleasure. Many thanks for taking the time to stop by and comment. Loving the fresh, clear look and feel of your site by the way – plus the links to people you recommend and admire. Another one for me to add to the “Know, Like, Trust’ list I’d say.

  3. Timely post for me Lisa! I have just re-launched with a beautiful new website, which marks the start of me really putting my stake in the ground about what I offer and who I help – but what I lack is clarity around conversations and reaching out. There is so much advice here that can help me move forwards with that – thank you 🙂
    Helen Rebello recently posted…I’m Living with a FoolMy Profile

  4. Hi Lisa, Wow, thanks for all these fabulous tips! I’ve bookmarked this for coming back to again and again.

    I even love your answers to previous comments (that’s great dialogue!) like your suggestion to ask a friend, “why wouldn’t you hire someone like me?”
    Great idea – and that feels more do-able, and hopefully will still elicit valuable information that can be used on my site.

    I’m just preparing to launch my first inperson group event – so I’ll be busy updating my website and social media profiles to include that, and I’ll be implementing your tips along the way. Very exciting times!

    I’m loving your new niche – and you definitely have the KLT factor!

    Ann x

  5. What a fantastic post – it lays out so clearly all the things we have talked about during our work together. I will be sharing the link to this with colleagues, because even if they only read this one post they will learn a huge amount!

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