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There is a reason marketing expert and author Bob Burg's 1994 words, "All things being equal, people will do business with and refer business to those people they know, like, and trust," have stood the test of time.

It's human nature.

Since 1994, corporations have tried to replace this philosophy with neuroscience tactics to buy our attention and build our trust around a manufactured sense of security.

Trust is the foundation of human relationships, connections, and business worldwide. [1]

What has changed is why we trust them, what types of businesses they are, and where trust is built.

In 2024, we demand that businesses take greater responsibility for their employees' welfare, create a diverse and equitable market, and improve the environment for our cities, towns, and the world.

Let's take a deeper look at this from a like-hearted entrepreneurial perspective.

Why we trust when we buy: [2]

• We feel we receive a good value for the money. Providing a product or service costs money, and we value paying ourselves and/or our employees a living wage.

  • How do you ensure you're providing the best value?

• We prefer quality. When we pay a fair price for a good or service, we want the product or experience to last.

  • How do your customers experience your value?

• We've developed brand trust and have yet to be given a reason to change our minds.

  • How are you allowing buyers the opportunity to like, know, and trust why your product or service can serve them better?

Types of business:

"In a recent survey conducted by the Pew Research Center, 86 percent of people said small businesses have a positive effect on the way things are going in the country these days, up from 80 percent in October 2022." [3]

• More specifically, in the 2024 Edelman Trust report, Family-Owned Business Most Trusted Type of Business. [4]

We're tired of how things have been done in business and larger organizations. People are looking for deeper connections and better communities. We want to buy from humans, support local businesses, and love the experience.

As a like-hearted entrepreneur, it's our time to shine!

Where Trust is Built:

In the larger market, brands are made and broken by the media and require more than advertising to make a purchase impact. Whether you are a large brand or a small to mid-size business, there is knowledge to consider.

• How your brand behaves matters. Consistent marketing and personal messaging are imperative to spread your message to the humans who need your product or service. That messaging is witnessed, and people judge it.

  • The brain and nervous systems decide safety and whether values are aligned. This experience happens before they even have an opportunity to meet you.

• Personal experiences. Once you've been given the opportunity to stand before a potential customer, you have the opportunity for them to experience you. While what you say is important, what you do determines whether you are safe and trustworthy.

  • Be yourself. You're looking to attract people who share your values and believe in you and your work.

• Referrals. When a current customer mentions your name in a room of opportunity, it peels back a layer of credibility for a new potential customer. It speaks to who you are and how you show up.

  • Your name becomes associated with the like, know, and trust factor before they even meet you!

Exciting news from a recent study shows that once you engage with a customer and prove you are trustworthy, they can be a customer for life.

• 63% of people will buy new products from you, even if it's more expensive

Not only will they continue to buy from you, but they'll also recommend you to others.

• 53% of people will advocate and recommend your product or service if you are their fully trusted brand.

As a like-hearted entrepreneur, you bring a unique perspective to the business world.

Your genuine approach to building relationships and trust sets you apart in a world increasingly valuing authenticity and human connection.

Remember, your story, your values, and your authenticity are what make you stand out.

Your ability to see things differently is your strength!  By staying true to yourself and fostering genuine connections, you can create lasting trust with your customers—trust that rises above trends and stands the test of time.

The world needs, and is asking for, more entrepreneurs like you—who care deeply, think differently, and lead with heart.

My question for you this week is:

How do you build and maintain customer trust, and how could you deepen those connections?

Reply and share with me!

The answers you need for your business are already within you. If you’d like support in identifying them and building a business you are proud of, I’m here to help.

Are you a like-hearted entrepreneur ready for support? Let's connect.

Book a free consultation.

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Jamie’s Second Brain Corner

[1] Did you miss our month on Relationship?

[2] 2024 Edleman Trust Special Report Brands & Politics.

[3] February 2024 Pew Research Center -Americans overwhelmingly see small businesses as having a positive effect on the way things are going in the country.

[4] 2024 Edelman Trust report, Family-Owned Business Most Trusted Type of Business.

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