You’ve PROBABLY heard the old marketing saying:

People buy from those they know, like, and trust.

It’s repeated everywhere and has been around for longer than most people alive have been alive.

I hate it.

Because let’s be honest, in a world where we can buy anything anytime from anyone, does that really explain why people choose one thing over another? No.

I tell this same story often:

I don't personally know Jeff Bezos (or his successor)...

I wouldn't say I "like" him (or them)...although I wouldn't mind a ride on that megayacht

And I definitely don't "trust" Amazon...

BUT THEY KEEP SHOWING UP WITH BOXES AT MY DOOR. THEY WON'T STOP. IT'S CRAZY. MY WIFE DOESN'T KNOW WHAT COULD BE HAPPENING EITHER. IT'S BEEN YEARS!

Anyway. I think we’ve been looking at it from the wrong angle.

First, “KNOW”

Do we really buy from people we know? Think about it...NO.

Unless it’s your cousin’s bakery or you live in a tiny town with one store, most of the time, we don’t personally know the people behind the products and services we buy. We don’t know the CEO of the company that made our phone, or the engineer who designed our car.

At best, if someone does know you, maybe you get a chance to show them something. But that’s not because they know you - it’s because they’re curious if you know them and what they actually need.

You get an opportunity, at best.

So, it’s not about them knowing you. It’s about them feeling like you know them.

When you’ve got a problem, who do you turn to? The person shouting the loudest? Or the one who seems to just get your frustration, your specific challenge, without you having to spell it all out?

People don’t care about your company’s history or your fancy features nearly as much as they care about feeling understood. The businesses that win are the ones that really listen and can describe a customer’s pain even better than the customer can.

When someone feels truly understood, that’s a powerful connection – much stronger than just recognition or familiarity.

Next, "LIKE"

Do they really need to like you personally, or the company as a whole? Should they like-like you?

Or do they need to like the solution you offer – the actual mechanism that solves their problem?

Imagine you need a complex surgery. You might not care if your surgeon tells great jokes or has a charming personality. What you care about is their skill, their tools, their process – the mechanism that’s going to fix you.

It’s the same in business. Your customers are looking for things that work.

They need to like, and believe in, how you solve their problem.

Is your product easy to use? Is your service efficient? Does your method get real results?

Focus on making your mechanism – your product or service – undeniably good and fun or easy to use.

When the solution is excellent, people who need it will naturally like it, regardless of whether they’d invite you over for dinner.

Finally, "TRUST"

Do they really need to trust you? If so, what's it based on - your promises or what other people say?

Or do they need to experience truth with you?

Trust isn’t just handed over - it’s earned through consistent, real-world experiences. Yet we ask people to trust us, believe us, and have faith in us.

With all the hype and fake promises readily available today, people are desperate for authenticity. They need to see, feel, and experience that what you offer is the real deal.

This means being transparent, doing what you say you’ll do, and delivering results that speak for themselves. Deliver content, use lead magnets, provide webinars. Demonstrate your expertise.

When a customer repeatedly experiences the truth of your value, that builds a rock-solid foundation – much stronger than any marketing slogan.

It’s about providing REAL value, not just doing "free consultations" or declaring you’re trustworthy while hiding behind paywalls.

So, the next time you’re thinking about your message, flip "Know, Like, & Trust" to:

• Focus on genuinely knowing your customer’s world.

• Offer a mechanism they can believe in because it works.

• And consistently deliver truth in every interaction.

That’s how you build relationships that last and a business that truly matters.