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Why does some growth feel effortless while some feels like pushing uphill?
It often comes down to the level of trust. Trust isn't a mystery. There is an equation for it, and that means you can build it.
Here's a breakdown of the formula with actionable tactics for each element:
Credibility is about your expertise and track record.
Nothing beats showing your work for demonstrating expertise. People can see your thinking process, not just your conclusions. That transparency builds instant credibility. You can talk forever about how you're great at something, or you can let them watch you do it.
Don't worry about being perfect, showing real work builds trust more than polish.
Don't worry about competitors copying you. Your real competition is being unknown.
Reliability is about delivering results.
Testimonials are the ultimate social proof. Third-party validation removes the bias inherent in self-promotion. Here's how to get more:
Get clear with each customer on what success looks like.
Ask: How likely are you to recommend us on a scale of 1 - 10? Anything below a 10 is a roadmap for improvement.
Close the gap one number at a time until you're at a 10. This ensures you earn the testimonial before you ask for it.
Now that you've earned it, ask for a testimonial.
Case studies also provide concrete proof of your results. They turn abstract promises into tangible outcomes that prospects can visualize. Here's how to get more:
Get clear with each customer on what success looks like.
Tell clients up front you're committed to their success and want to do work worthy of a case study.
Deliver measurable results.
Write a case study.
Using general terms (a leading x company).
Using relative metrics (increased x by y%).
Show them the case study and ask if they'd be willing to let you use their name and provide a quote.
Intimacy is about making people feel understood and safe.
The wrong language creates distance when you need connection. Jargon makes you sound like an outsider.
Take a hard look at the language you use in your sales and marketing. Ask yourself these questions from your customer's perspective:
Does it make them feel safe to admit they're not perfect?
Is it in their language?
Does it evoke emotion?
Does it speak to their individual desires (will this protect my job, get me promoted)?
Does it address their individual fears (CFO: burn rate, sales: close rate)
Selfishness is focusing on yourself instead of the customer. It makes prospects feel like they're being sold to, not helped. Stop selfish practices and do things for your customer instead:
Stop pitching, focus on diagnosing and providing insights.
Lead with benefits, not your features.
Recommend what's best for the customer, even if it's not best for you in the short term. This builds long-term relationships that pay off.
Educate the market on how to make good buying decisions.
Celebrate customer success more than your own.
If this feels like a lot, pick the area where you think you're weakest and focus there first.
That’s newsletter #5, hope it helps!
Cheers,
Will Pate
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