All things being equal, people do business with, and refer business to people they know, like and trust.
— Bob Burg, Endless Referrals

Are you familiar with the Know, Like, and Trust Factor?

It is the one thing you must do in order to attract ideal clients and boost your sales.

Increasing your Know, Like, and Trust Factor is a clear way to grow your business and fill your client list with ideal clients that are happy to pay for your products or services and offer glowing referrals for working with you.

Let’s break it down a bit and talk about some ways you can increase your know, like, and trust factor.

First, let’s talk about “The Know” portion:

You can't be a success and the best kept secret at the same time.

People can’t become your clients if they don’t even know about you! Here are a few ways you can make sure more people know you and about you:

  • Create meaningful content and be consistent. People want the content you are putting out there, but consistency is crucial! People tend to forget things that are out of sight, so even if your content is amazing, if you’re delivering it sporadically or randomly, you’re likely to be forgotten. Make sure you create a schedule and stick to it.
  • Participate in local events. This is a great way to increase your visibility and your credibility. And because you’ll be meeting people face to face, it is a great way to establish relationships.
  • Contribute as a guest blogger. This is a powerful way to offer meaningful content to a wider audience and could very well be the fastest way to grow your audience.
  • Offer support and insight in relevant online forums. Chances are that you are a part of at least one group online where you can become a part of the conversation. Be sure that your contribution is genuine and helpful. Just like in real life, online conversations shouldn’t be forced or phony. And if you’re not a part of an online group that’s relevant to your business...get on that. Find out where your colleagues and clients are hanging out online, and be there too.

Next, “The Like” portion. I want to be clear in that this isn’t a popularity contest. One of my favorite sayings is, “a friend to everyone is a friend to no one”.

You simply can’t attract your ideal clients by trying to attract anyone and everyone.

The key here is to be genuine and authentic.

Be you. If you’re quirky, be quirky. If you’re more reserved, be reserved.

People can smell BS a mile away and at the very least, trying to be something you aren’t will water down your message
and your brand and will be awkward and boring to anyone listening.

Practice makes perfect and the more content you create, the more comfortable you will be at putting yourself out there. One easy trick for making sure you sound like you is to have your best friend, your sister, your
spouse, or someone who really knows you, check out your content. They’ll be able to tell you right away if it authentically sounds like you.

Finally, let's talk about “The Trust” portion.

  • Don’t be afraid to share your story. Let your audience get to know you. The real you. And how you arrived where you are today. You don’t have to share everything, and you certainly don’t have to get overly personal, but do share the transformation you went through and how it relates to your business before becoming what you are today. This helps people know that you are the real deal and aren’t just in it for a quick buck. It also helps you establish a real, meaningful connection with your audience.
  • Give away some of your best stuff for free. If you have a program or a workshop, offer highlights or snippets for free. Maybe this is what you base your signature talk on while you are speaking at local events, or maybe you offer this content in really juicy, high-value blog posts. Either way, this lets your audience know they can trust that they aren’t being sold.
  • Use your testimonials. Sharing other people’s positive experiences in working with you, offers social proof to prospective clients that they can trust you.
  • Don’t be spammy. Treat your list and your audience like people, and treat them like gold. We often hear a lot about list size, and ways to grow your list, but it’s really important to remember that your list is made up of people just like you. They have hopes, dreams, and families and responsibilities that make them too busy to care or open emails that don’t offer real value.

I know that there are so many things that you need to do while you start and grow your business. My hope is that if you keep these things in your mind, your efforts will have a much bigger impact.

Now I want to hear from you. How have you incorporated the know like and trust factor in your work and how has that impacted the connection you have with your audience and ultimately, your business? Let me know in the comments below.

Keep doing what you love.