Why the Know, Like, Trust Factor Works So Well (And How to Nurture It in Your Business)

Posted January 19, 2022 | Laura Christianson

The know, like, and trust factor

A few days ago, I chatted on the phone with an author who has attended workshops I’ve taught at writers conferences.

She was looking for help promoting her upcoming book – specifically, help with email marketing.

She said these exact words to me:

“I don’t want to work with a stranger. I know you and trust you.”

Her words powerfully brought home the know-like-trust factor.

(If you’re unfamiliar with know-like-trust, it’s a common adage in the marketing industry: Before someone will hire you, they need to feel as if they know you, like you, and trust you.)

That got me wondering: How many of my clients have I met in person?

I looked over my last 30 clients, and I have met 62% of them. I have not met the other 38%, but most of them were referred to me by someone I have met. Or, before we began working together, we had a virtual face-to-face or ear-to-ear chat on Zoom or the phone.

How the know-like-trust factor kicks in

Discerning whom to trust – especially when you’re forking out thousands of dollars for consulting, done-for-you-services, or online programs – is tough.

Like most entrepreneurs on a tight budget, I’m extremely choosy about the consultants, conferences, and services I invest in. While I regularly purchase business help from people I haven’t met in person, I only do so after the know-like-trust factor kicks in.

  • That happens after I follow their blog for a few months and feel confident that they consistently deliver the exact type of content I’m looking for.
  • That happens after I listen to their podcast and fall in love with their personality, or the way they deliver their content.
  • That happens after I subscribe to their email list and they unfailingly send fresh, interesting ideas.
  • That happens after I lurk in their private Facebook group or take their 5-day challenge.
  • Or after I watch their mini video series. Or attend their webinar. Or try out their group coaching program.

Over time, as I interact with these people who popped onto my radar, I feel as if I know them personally. After listening to 50 episodes of their podcast, I feel as if they’re my best friend, even though we’ve never met in person.

Nurturing the know-like-trust factor is hard work!

I’m working at upping my outreach game. I reach out to one individual each day for one minute.

  • I do this face-to-face or ear-to-ear via quick chats on the phone or on Zoom.
  • I do it in The Professional Writer Podcast Facebook Community.
  • I do it on Voxer, through “walkie-talkie” audio and text messages with colleagues.
  • I do it via email, through check-ins with acquaintances, friends, prospective clients, and people I’ve lost touch with.
  • If and when the pandemic ends, I’ll resume doing it face-to-face, at events and in coffee shops.

Fresh, new lead magnets

I regularly rotate new lead magnets into my lineup, and I create nurture email campaigns for each lead magnet. This gives me more opportunities to deliver value-packed content to subscribers, and it gives new subscribers more opportunities to know me on a deeper level.

Email Marketing for Writers: 7 Days to Launch Your List

I wanted one of my lead magnets to be an in-depth training course for writers who are committed to expanding their reach through email. (If you’re not a writer; don’t worry. You can easily adapt what you learn to your niche.)

The free video training is delivered via 7 daily emails. I also include a cheatsheet: 22 (Wahoo!) Email Marketing Ideas for Writers. A bonus quickstart guide to email marketing services accompanies one of the lessons.

Essential Resources for Running a Writing Business

I use a variety of tools daily to help me efficiently run my business. I created this free quickstart guide to share my favorite productivity tools, and also to give budding business owners an idea of the types of tools and services they may want to invest in.

The 7 Biggest Website Turnoffs

Creating custom WordPress websites is my company’s signature service, and this free video training + cheatsheet is an excellent primer for anyone who’s planning a website. The training covers the 7 most irritating website features that make people instantly click away. And I don’t leave you hanging; I also recommend quick fixes for each turnoff.

The Professional Writer Podcast

In addition to developing new lead magnets, I started a podcast called The Professional Writer in February 2020 (just in time for the pandemic!).

My goal: To help listeners confidently plan, launch, and grow a writing-related business.

Here are several episodes to help you improve your email marketing:

Episode #48: Two Ways People Can Subscribe to Your Blog, Vlog, or Podcast 

Episode #49: 5 Reasons You Should Focus on Email Marketing Instead of Social Media

Episode #50: A Dozen Ways to Turn Your Social Media Followers into Email Subscribers – Without Buying Ads 

Episode #66: Debunking 7 Myths About Email Marketing

Do-It-Yourself Resources

I am aware that most writers and startup entrepreneurs don’t have a huge budget to invest in coaching, courses, and custom websites. So I developed two low-cost DIY resources that serve as a no-risk entry point for prospective clients who want to take the first baby step of working with me.

Find Your Ideal Target Audience (audio training + workbook)

152 (Wahoo!) Email Marketing Ideas for Writers (ebook)

Done-With-You Group Coaching Program

I also developed a 7-week small group coaching program, Jump-Start Your Email List, that’s more affordable than my private, one-to-one coaching. I offer this program twice a year, with a 2022 start date of March 15.

How about you?

My multi-pronged strategy, which combines loads of free resources via my podcast, blog, and emails, plus low-cost DIY trainings, plus affordable group coaching, plus premium private coaching – gives my audience many opportunities to know, like, and trust me.

I’d love to hear what you’re doing in your own business to increase the know-like-trust factor. How do you generously serve your prospects and clients by offering multiple ways for them to get to know, like, and trust you? Let me know in the comments.

Not sure where to start?

If you’d like my input on how to build the know-like-trust factor in your business, schedule a quick chat with me. We’ll spend 15 minutes getting to know each other and I’ll give you suggestions on next steps.

What do you have to lose?

Our quick chat is no-obligation and completely free. It might be the most valuable 15 minutes of your day!

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One response to “Why the Know, Like, Trust Factor Works So Well (And How to Nurture It in Your Business)”

  1. So far, trying to be friendly and positive on my Facebook page. At the very beginning of this process of building a tribe.
    Thanks for the 22 Email Marketing Ideas for Writers–I’m using it like a tutorial of sorts to pre-write future emails for when I get the email subscription service set up.
    Next, to read about the website turnoffs, so I know what *not* to do.

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