How To Get People To Know, Like And Trust You With Their Money

Welcome to Module 3, where we're going to look at the "P" of our S.P.E.N.D strategy: Positioning.

Specifically, we'll look at how to position yourself as someone your audience can know, like and trust.

Here's the plain and simple truth: people aren't going to spend money with you unless they know, like and trust you.

Let me give you a bit of a crazy example...

Imagine you're walking down a city street. Right as you pass an alley, you hear "psssst!" You look down an alley, and there's an unshaven, unkempt guy in a raggedy trench coat. "You wanna buy a slice of pizza? Cheap. $1," he says as he beckons you with his index finger.

You're starving. Pizza sounds good. The price is right.

But the question is, would you buy from this guy?

If you're smart, you wouldn't.

You don't know him. And you certainly don't trust him to make any food for you. He could drop the price to a dime and you probably still wouldn't trust him enough to take a chance on getting food poisoning or worse. Yuck!

Sure, this is an exaggerated example, but right at this moment there's a prospect out there sizing YOU up and deciding if they know, like and trust you enough to give you their hard-earned money. That's completely fair. And it's also wise.

Question is, how do you get people to know, like and trust you?

You do it via your content.

We're talking newsletters, blogs, social media platforms, webinars, lead magnets and similar items. Let's take a look at each factor separately...

Factor #1: Know

It's not enough for people to know your name and brand. It's not enough that people know generic facts about you. People don't really feel like they know you unless they make a personal connection.

Now, this doesn't mean you need to greet every prospect in person, shake their hand, and engage in five minutes of small talk. What it does mean is that you need to share something personal with your prospects from time to time through your content.

Consider these questions:

  • Why did you start your business?

  • What makes you most proud about your business?

  • What is your most embarrassing moment (related to the niche)?

  • What mistakes did you make when you first started out?

  • What do you like most about your niche?

  • What do you dislike about your niche?

You can also consider more personal questions.

For example, if you’re celebrating a milestone (such as getting married or having a baby), let your subscribers and followers know if you feel comfortable doing so. Or if you engage in a specific hobby, you might mention it casually in a newsletter (e.g., “I’m sore today, because I just got back in the water and surfed all weekend...”).

Point is, let people get a little glimpse into the more private parts of your life (as far as you're comfortable), and they will feel like they know you.

Your business should not be an impersonal, stand-offish platform.

It should be a community where you connect with people who have problems you can help them solve, goals you can help them reach, and interests you can help them enjoy.

Which brings us to the next point...

Factor #2: Like

Not everybody likes the same things, which means you can't make someone like you. However, by letting people get a peek into your personal life and your personality, some people will naturally be drawn towards you and like you.

They might like your hobbies. They might like your sense of humor. They might like the no-nonsense way you approach life. They might like that you love dogs too.

They might like the way you do business. They might like your accent, writing style, appearance or any countless other things that make you, you.

Point is, be yourself – and let people get a glimpse at who you are.

You don't want to drone on and on about yourself, but don't be afraid to show people your personal side here and there. This will draw the right people toward you and develop that "liking" that's needed to get people spending their money with you.

For example, Raymond Cudjoe lets people get a glimpse of what he likes to do in his free time: spending time with his family, travelling with them, surfing at his local beach, enjoys metal work and engineering new tools and crazy projects in the shed at the bottom of his garden.

What makes it better is that all of this ties into his business, as having an online business gives him the freedom to engage in these hobbies and interests.

People love his down to earth, friendly, family- oriented, madcap personality and his approach to business. He’s positive and encouraging…and that translates into him being likable.

And finally…

Factor #3: Trust

Obviously, this is a big one.

People aren't going to risk a single cent with you if they don't trust you. And even after they've developed trust in you, if you betray that trust then you'll lose future business.

For example, the online pet supplies company Chewy makes returns incredibly easy. In some cases, they ask you to simply donate the unwanted item to a local shelter.

And they send you your cash (or a replacement, such as a different size item) in the mail immediately – no hoops, no need to offer proof.

That sort of gesture builds trust among buyers, who go on to become repeat buyers.

Here are others way to develop trust:

  • Provide a lot of good content. If you show people that you're an expert in your field and you offer information they can't get elsewhere, they'll develop trust.

  • Display trust signals. For example, clearly state your privacy policy, and show payment trust signs (such as Verisign).

  • Offer proof. This includes testimonials, case studies, pictures, videos, screenshots and similar proof.

  • Provide great customer service. This alone is a huge factor that can make or break trust in you and your business. Be sure you and your customer service staff answer all inquiries promptly and professionally.

Now let’s wrap things up...

For this module, your assignment is to brainstorm ways you can get people to know, like and trust you. Answer the questions on your worksheet.


Go ahead and work on this brainstorming, and then I’ll see you in the next module, where we'll look at how to offer a great experience to your customers in three key places!