Know like  trust.   “All things being equal people will do business with who they know, like and trust”.

Let these three words really sink in:  know like trust.

If you believe in the know like and trust formula then you can step back and look at your communication efforts (sales and marketing) and evaluate it based on whether you are nurturing your market to get to know you, like you and trust you.

So for any small, local business the first question that comes to mind is whether the consumers know you.  Do they really know you?  We’ve found that very few small local businesses struggle to build momentum, even if they are spectacular, because of the simple reason that they do not allow the market to get to know them.

If consumers don’t get to know you, then chances are greatly minimized that they will ever give you an opportunity to showcase how great you are.  If they never give you an opportunity, they’ll never have a chance to like you and therefore will never have a chance to trust you.

know like trust

Do you see a pattern here.  The critical component to small business marketing is KNOW.  Let the market KNOW you so they will give you an opportunity to prove why they should like you and trust you.  If you never let the market know you – you will struggle far more than you should.

Here’s a great post by John Jantsch related to Know Like and Trust dating back to 2009.  I think this is definitely worth a read.  He really lays out the need to connect the tech with the non-tech in a fantastic way.  “Moral of the story today is this – start looking for the strategic intersections of hi tech and hi touch in every aspect of your business, apply them tactically, and prepare to blow your competition away.”