“Know-Like-Trust” is the relationship bridge between you and your “just-right” audience.
It defines the experience you and your audience think you are choosing, as well as the one you and your audience actually have. Ideally, those two experiences are in alignment. Creating “Know-Like-Trust” starts with you. It is based on what you know about yourself that is created from experience. We also call that “brand.” And when communicated, your brand message shares what you know about your past experience to mirror what your “just right” audience feels in theirs right now. And that felt resonance creates “Know-Like-Trust” to validate your brand message and power your business.
1. Authenticity
Be authentic in your marketing, communication and client engagements. Sincerity (and the lack thereof) is sensed and felt. You want your “just right” audience to know and trust you based on the resonance they feel with both your brand message and brand promise (created from your perspective of your experience and your definition of your value).
2. Trust
Trust is the foundation of all successful relationships. And consistency of brand identity and message, as well as delivery of your brand promise, is the key to building it. So, prioritize brand consistency and frequency across all touchpoints, channels and interactions. Trust yourself first to model, inspire and establish your “just right” audience’s trust in you.
3. Thought Leadership
When you position yourself as an expert, you are using what you know from your own experience to more quickly connect and engage with your “just right” audience, who are in a similar experience right now. You use the learning and knowledge gained from that experience to create your value proposition, brand and brand promise. And you communicate, share, re-purpose and reinforce it through your content and marketing strategy. Content channels (such as blogs, webinars, interviews, articles, etc.) provide critical metrics for business development and strategy, while also potentially identifying areas of growth and/or new revenue streams. Be authentic in your marketing, communication and client engagements. Sincerity (and the lack thereof) is sensed and felt. You want your “just right” audience to know and trust you based on the resonance they feel with both your brand message and brand promise (created from your perspective of your experience and your definition of your value).
4. Personalization
Personalize your communications (email, social media, website copy) to grab the attention of your “just right” audience and more quickly connect and engage them with your brand. Speak directly to them. Use their name. Tell them what you know about their current experience based on what you know from your similar, previous one.
5. Value
Embed your value into every part of your marketing and engagement cycles. Offer value-added content as part of your marketing strategy to reinforce your expert positioning and give your brand credibility with your “just right” audience. Define a value-based engagement structure that outlines clear scope and provides social proof to validate your brand promise. Everything comes full circle with value being the through-line of your brand and business.
6. Social Proof
Build mechanisms for soliciting social proof (feedback, reviews and testimonials) into your client engagements. Use them (as well as client case studies) as a consistent part of your marketing strategy to promote your brand message, establish credibility and build trust.
7. Relationship
Creating long-term, positive relationships takes a lot of intention. So, prioritize it. Know what you want people to feel in every interaction with your brand. Ensure every touch-point is brand-aligned and valuable. Respond warmly, quickly and professionally. Embrace that your clients always have a choice. So, make working with you an easy one.
