Trust Cast

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Major business trust issues stem from simply not listening to the market. Facebook’s WhatsApp privacy policy is just one example of a company not listening to the market. Create an incredible customer experience and journey by listening to them and taking care of them.

• Building trust is a by-product of doing what you say you’re going to do. 
• You need to listen to the market! 
• WhatsApp delays privacy update following concerns over Facebook data sharing
• Markets change. What got you where you are now won’t necessarily get you where you need to go.
• Be aware of shifts in the market and be willing to adjust with them. 
• Facebook criticizes Apple’s iOS privacy changes with full-page newspaper ads
• Apple defends upcoming privacy changes as ‘standing up for our users’
• Transparency is vital. Make sure that you are transparent about how you do business and how you make money. 
• Marketing helps you get in the door and sales helps you close. 
• Marketing is still about getting in the door. We used to talk with one person, but now we’re talking to many people. 
• It shouldn’t be all about you though.
• Don’t talk to your customers. Instead listen to your customers. 
• Exceptional marketers will first seek to understand before they’re understood. 
• Be passionately curious.

• If you target the right people with the wrong message, it won’t work. 
• Understand the customer journey and make sure that they have a good experience during every part of the journey. 
• Make it effortless for your customers to interact with your business. 
• Follow up quickly with leads. 
• Disney is the happiest place on earth because they make everything effortless. 
• Make processes that serve your customers, not just save you time. 
• How Disney uses Behavioral Analytics for customer experience?
• You don’t meet someone and immediately ask them to marry you. Don’t forget to court and romance your customer.

• Don’t use automation and technology without doing it manually first. 
• Only use automation that works with your process and serves your people. 
• Automation is powerful IF used to enhance the people and process. 
• The technology and automation should feel seamless and effortless. 
• It should add to the experience! 

• Trust doesn’t happen immediately, and it doesn’t happen overnight. It’s incrementally gained and it can be lost in one small, simple choice. 
• Be very intentional about the relationships in your business. 
• Trust is really hard to earn and really easy to get rid of. 
• Branding isn’t arts and crafts and colors and logos. 
• You could have the best logo or website and still have a terrible brand. 

Follow Kyle:

• Hamer Marketing Group
• Podcast: Summit Podcast
• Kyle: LinkedIn

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• JMH Media: Building Brand Loyalty and Trust
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Everyone talks about the importance of being on social media, but most businesses don’t get a lot of traction from their social media strategy. Rod Silva teaches the right way to grow your business and trust with social media and courses.

• Rod is the CEO of 7 figure CEOS, and the author of Effective Social Media Marketing.
• He started his entrepreneurial journey in MLM, Real estate and Forex.
• He failed miserably, and he didn’t have the right mindset. 
• The reason he wanted to get into business was to make money. 
• He’s since learned that his purpose should be to help people, and the money is a byproduct of that. 
• Don’t give up! Learn from your mistakes
• Marketing is all about failing and learning from failure. 

• Don’t just push your product. 
• Instead, give value first and solve problems. 
• A lot of people create content just for the sake of it. Don’t produce content because that’s what you “should” do. Post content to provide value. 
• When you post as a business, you need to do things differently. Don’t post the same way you do on your personal profiles. 
• Share stories. People love stories, and they help people relate with you and get to know you. 
• Share tips! give value! 
• Find out what your audience is struggling with, and create content that will help them with those problems. 
• Call out your audience. 

• Share stories and tips. They may not trust you at first, but as you continue to provide value, the trust will grow. 
• The more you give, the more will come back to you. 
• Give out as much value as you can, and they will see you as the expert. 
• People either won’t have the time, or don’t trust themselves, so the value you give will position you as an expert and they’ll come back for more. 

• Freedom of time, exposure, and passive income. 
• You build a course once and can sell it a lot.
• You can impact more people. If you teach one-on-one, your time will run out. 
• You can make a 7 figure income with just an online course.

• The first and most important part is doing the research to make sure that you’re meeting a need. 
• As you’re doing that research, start to build a list of people that would be interested in your course. 
• Great places to do this research are online groups and forums. 
• It’s as easy as asking a question like: “Would anyone be interested in a course about X?” Or “What is your biggest struggle when it comes to X?”
• As you ask those questions, you’ll find people that are interested in your course and you can also find things you need to cover in the course. 
• People love giving their opinion. These posts will do well. 
• You can also post controversial posts like: “You only need 1 social platform in business. Prove me wrong”
• These posts will get people that agree and people that disagree engaging. 
• Connect with EVERYONE that engages. Become their friend or follow them. Once thier in your network you can send them a DM in the future. 
• Use your personal pages! Unless you’re a big brand, your business Facebook profile won’t do super well. 

Follow Rod:

• 7 Figure CEOs
• Effective Social Media Marketing - Book
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Too often, people think that they need to pull others down in order to be successful. It couldn't be further from the truth.

Podcasting is a secret weapon for marketers looking to build trust and authority. Learn how to create trust and value as a podcaster from hall of fame podcaster and podcast consultant, Dave Jackson.

• Dave has a corporate teaching background.
• As a nerd, building websites, he started getting interested in marketing. 
• A friend told him to check out podcasting because it was going to be “the next big thing.”
• Dave started a podcast to try it out, and he got a message from someone in Germany. 
• Dave immediately decided that he loved podcasting and has been doing it ever since. 
• Dave is now a hall of fame podcaster.
• Podcasting is slowly becoming more and more mainstream. It’s still “the next big thing.”
• In recent years, more people are now understanding what a podcast is. 

• Podcasting is a lot of work, and releasing an episode on a consistent basis shows that you are consistent and reliable. 
• As a podcaster, you become a part of the routine of your listeners. 
• Your audience has an intimate relationship you as they listen to you over and over again. 
• They start get to know you and feel a connection to you as you talk about yourself and weave personality into your show. 
• Podcasting is a tool for vulnerability and authenticity. 
• Deliver value to your audience! 
• The key to trust is communication. Keep your audience in the loop.

• Step 1: Why are you starting a podcast? 
• Step 2: Who is this for?
• You need to understand your target audience and the type of person that wants to listen to your show. 
• Create content for a very specific group of people. 
• Don’t waste your listeners’ time. 
• Not every episode is going to be incredible. 
• That said, sometimes your audience will surprise you with what they like. 
• You are the goalie and your audience is the net. It’s your job to choose which balls get past you and make it into the show. 
• Be willing to not publish a show if it isn’t right for your audience.

• Edit your show! 
• Take out anything that doesn’t deliver value to your audience. 
• Don’t waste the time of your audience. Make sure that the content you produce will be something they’re looking for. 
• Mount Rushmore was a bunch of rocks before it was edited.
• If you plan more, you’ll need to do less editing. If you do less planning you’ll need to do more editing. 
• Find the low hanging editing fruit. 
• Take it out if it doesn’t provide value. 
• Take it out if it’s distracting.
• Take it out if it is an obvious, easy, thing to remove. 
• If 1,000 people listen to your podcast and you cut out 1 minute… You just saved 1,000 minutes.
• People want to get to the good stuff! 
• Podcast intros are good. New listeners need to know where the show is going. 
• Answer the question: “why should I listen to this guy?”

• Answer commonly asked questions! When people reach out to the company and ask the question, you can point them to your podcast as a resource. 
• They’ll then start listening to other episodes of the show.
• When they come back, they’ll be educated and more loyal to your brand. 
• Get your CEO and leadership to come on the show. 
• It’s not very often that your customers get a chance to learn from and listen to the CEO. 
• Getting to know the person leading the company can help people trust the company more. 
• Your podcast is NOT your business. It’s your business card. 
• … and it works 24/7
• Create a podcast that your ideal audience will listen to.

• Be careful! 
• Only have a sponsor on your show if you like the product and you think that it’s the right fit for your audience. 
• It’s the little things that will help you build trust. 

Follow Dave:

• Power of Podcasting
• School of Podcasting
• Podcast Review Show
• LinkedIn

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How can you acquire customers that will eventually become loyal advocates of your business? In this episode of Trust Cast, I discuss customer acquisition and retention with Brittany Pettit of Pacific BAM. Enjoy!

• Pacific Branding and Marketing (BAM) is a family branded apparel, swag, and merchandise provider. 
• They will work with anyone and make sure to provide value to their customers. 

• It’s all about pride. 
• Swag creates conversation and buzz around your brand. 
• Swag and merchandise can really help boost employee morale. 
• When new employees arrive at the company, it’s important to welcome them into the company culture. 
• If you take care of your employees, they’ll take care of your customers. 
• Purchasing swag is a relatively small investment, but it can make a big difference. 
• Invest in your employees!

• Listen! Listen to your customers and genuinely be interested. 
• Care about people. 
• Don’t take it personally if a sale falls through or if your first conversation doesn’t go well. Continue to invest in the relationship. 
• Most people have good intentions. Assume the best of people. 
• Invest in relationships. Touch base with people. 
• Post on social media. 
• Schedule check ins with people. 
• Don’t oversell yourself or only have the relationship to try to make money. 
• Be honest with people. 
• Underpromise and overdeliver. 
• Communication is important! 

• The first order is your chance to really shine. 
• Follow through to the end of the project. 
• Follow up after a project is over and learn from what you did. 
• Plan for the future. 
• Keep track of dates and details and be on top of things. 
• Be creative and find ways to connect with them. 
• Don’t be afraid to pick up the phone and talk with your clients. 

• Be creative! 
• Zoom is an incredible tool. 
• COVID has been an opportunity to branch out of Utah. 
• Pick up your phone and record a quick video to send it to a client. 
• While the pandemic has hurt many businesses, there are new unique opportunities to reach out in new ways. 

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• Pacific BAM
• Instagram - Pacific BAM
• Instagram - Brittany

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The best way to build trust in relationships is to genuinely care about the other person. Ask questions and actually listen. People are interested in people that take interest in them.

• Come from a place of genuine care. 
• Give ideas and value away for free.
• Get rid of the scarcity mindset. Create an abundance mindset.
• Winning isn’t exclusive. 
• If wanting other people to wind doesn’t come naturally, don’t worry! It can be learned. 
• Don’t play defense in business. It’s not about stopping other people from scoring. 
• When others succeed, I succeed. 
• Do what is right because it is right.
• There’s enough business to go around. 

• You can tell when someone is trying too hard. 
• Commission breath can be smelt a mile away. 
• Sell your product based on it’s value and what it can do for them. Sell it because it can benefit them. Not because you need the sell. 
• Instead, really get to know your prospects and their needs. In order to do this, you need to be interested and ask questions. 
• Questions build authentic trust and questions build authentic urgency as well. 
• Competition is good for business
• Competition encourages innovation. 
• Without competition progress slows down.
• If you build a powerful brand, it will create friction and make it difficult for your customers to leave you. 
• People can always come back. If they don’t buy from you this time, they can always come back later. 
• Be confident! People are attracted to confident people.
• Never Split the Difference: Negotiating As If Your Life Depended On It - Chris Voss
• If you can’t say no, it’s a bad deal. 
• The 48 Laws of Power - Robert Greene
• Talk less

• The Thinking Project Podcast
• The purpose of the show is to create a platform for small business owners to tell their story. 
• Dalton has benefited from his podcast, but his guests have benefited just as much. 
• When the tide rises, all of the boats rise. 
• If you create something (like a podcast) with the purpose to build relationships and help, the podcast will be a more powerful tool. 
• Do the right thing simply because it’s the right thing. When you do that, the value will come back. 
• Mo’ Bettahs - Hawaiian Style Food
• There are people in your community that are making the money and impact that you want to make. 
• They’re willing to talk to you! Don’t be afraid to ask. 
• Interesting people are interested. 
• ASK more questions

• Presence: Bringing Your Boldest Self to Your Biggest Challenges - Amy Cuddy
• People trust people that care and that have competence.
• While BOTH are needed and important, care is more important than competence. 

Follow Dalton:

• The Thinking Project Podcast
• The Thinking Project Facebook Group
• Dalton - LinkedIn

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Audio experiences affect us at a subconscious, evolutionary level. As a brand you need to be thinking about the audio experience of your brand. This includes voice, music, jingles, sounds and more. 

• The VoiceOver industry is a close knit and large industry. 
• A company wants to find someone to represent their company in voice. 
• Voice talent is used for external and internal purposes. 
• It’s all about creating the perfect audio experience for their customers. 

• When I watch a YouTube video, good audio is more important to me than good video. 
• Try watching a movie without any sound. The impact will be completely gone. 
• Music has an incredible emotional impact on us. 
• The sound of someone’s voice has a huge impact on us. Just by listening to a voice we immediately trust someone more or less. 
• The market is becoming less trusting and can see through BS more easily. It’s important to have a trusting voice behind your brand. 

• Reading a script and making it sound natural and conversational is difficult. It’s acting. That’s why most voice actors get coaching and training. 
• Consider what you’re saying. Give yourself time to think about what you’re going to say. 
• Avoid excessive filler words. 
• Don’t sound like you’re reading a script. Make it sound like the words are coming naturally. 
• Don’t talk through your head. Instead, let the sound resonate throughout your whole body. 
• Learn how to breathe. When you breathe in, your stomach should be going out.
• Cynthia Zhai - Voice Coach, Speaker & Trainer

• Being a good speaker with a natural sounding voice is difficult and requires training.
• You hire a professional to do a good job. You likely won’t get the best results from Sam in accounting. 
• From a trust building perspective it may be best for you to do it yourself. Do this if you are making a brand that revolves around you. 
• A large company with many employees with a brand that doesn’t revolve around a person should hire a professional. 
• Find a voice that matches your brand. 
• You can’t create trust without understanding your brand values and messaging. 
• In order to create trust with your brand, you need to focus on the audio experience that people have with your brand. 

• When you listen to a podcast, you get to know the host and connect with the people you’re listening to. 
• Podcasting is a personal medium. 
• The human voice connects us. 
• Because of evolution, we are conditioned to know who our people are and there is something comforting about listening to another human. 
• We can discern nuances in the human voice like emotion and tone. 
• Our audio spectrum is many times wider than our visual spectrum.
• The human voice is a powerful connection. 

• There are so many opportunities in marketing for music and tones. 
• Jingles are a powerful way of helping consumers remember your brand. 
• Originally, jingles were there for entertainment. In recent history, jingles are actually going out of style though. 
• In the 90’s, brands started moving to celebrity music endorsements of their products. 
• Michael Jackson - PEPSI Commercial - Billie Jean
• Now, it’s more of an all around audio experience. 
• MasterCard just paid millions of dollars to create a brand sound. 
• Sound On: Mastercard Debuts Sonic Brand
• Apple Mac Startup Sound/Chime
• iOS keyboard sound
• iPhone Text Message Sent Sound Effect
• Nissan LEAF Dream Drive Rocks Your Baby to Sleep
• Hospitals are even looking into sound design to help people sleep and be calmer in the hospital environment. 
• Sound can even affect our other senses. 
• Steve Keller - Sonic Strategy Director - Pandora
• List all of the senses and think about how you engineer your brand experience.

Follow Jodi:

• 5 Tips for Implementing an Intentional Audio Strategy
• Jodi Krangle Website
• Linkedin
• Audio Branding Podcast

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The most powerful way to be successful and profitable is by giving. If you give, or provide immense value to others, you will set yourself up to receive value back. 

• The premise of the book is that shifting your focus from getting to giving is actually the most financial
• Giving is defined as: constantly and consistently providing immense value to others. 
• Giving is a more fulfilling way to do business… It’s also the most financially profitable way to do business. 
• Being a go-getter isn’t bad though. Being a go-getter means you have initiative. Go-givers are focused on providing value. Simply don’t be a go-taker!
• Go-takers tend to be frustrated because they often don’t have the success they think they deserve. 

• Everyone is talking about the importance of providing value, but what exactly is value?
• Value and price are not the same. 
• Value is the relative worth or desirability of some thing to the end user or the beholder. 
• In order to understand value, you need to determine their perspective and what they value.
• Everyone has two types of value: intrinsic value and market value. 
• We all have intrinsic value because we simply exist. 
• Market value is the combination of strengths, traits, talents, and characteristics that allows you to bring value to the marketplace in a way that you will be financially rewarded. 
• Don’t look at value from your perspective! Look at it from the end user’s perspective. 

• There is nothing about being a go-giver that means you should be taken advantage of.
• If you give value to others, it creates a benevolent cycle that allows you to receive.
• The treacherous dichotomy or the false dilemma: are you a giver OR a receiver. 
• We can actually be both a giver AND a receiver.
• The world gives us horrible messages about money and prosperity. Having a lot of money doesn’t make you bad. 

• In business (and personal) relationships, we often have 50/50 relationships where we “keep score”
• These relationships don’t make it very far. It’s much better if both sides of the relationship are giving 100% effort into the relationship. 
• What if the other person isn’t 100% invested?
• If they’re simply evil or dishonest, don’t do business with them. 
• If they just simply aren’t a go-giver, you continue to operate as a go-giver but you set clear expectations and limits in the relationship. 

• Corporations are made up of people. 
• Leaders of the organization should create a culture that’s focused on giving.
• If you don’t work in leadership, you can influence in your sphere. If the company refuses to change, make plans to make a change. 
• Cultivating a culture of giving cultivates a culture of growth.

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• Burg.com
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• The Go Giver

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Are all salesmen sleazy? Is marketing unethical or manipulative? While many salespeople and marketers use bad tactics that destroy trust, it is possible to market and sell the right way. 

• Unfortunately, salespeople and marketers are known for being sleazy.
• Partially, this is caused by the media and their portrayal of sales. 
• Media and art reflect reality though, and the sad truth is there are a lot of sleazy salespeople and marketers in the world. 
• Breakdown buildup selling is no good. 
• Business relationships are just that: a relationship. Treat them like one. Invest in them.
• Don’t book a consultation call and then try to sell your services. 
• Be fair and honest. 
• Don’t sell the best “car” on the lot or the worst “car” on the lot. Instead listen to the client and sell them the right “car” for them.
• Do you take trust seriously? Trust is the make it or break it point in sales. 

• A desperate salesperson resorts to bad sales tactics. Don’t be desperate. 
• Salespeople will use emotions and pain points to deceive people into thinking they are the problem and the product or service is the hero. 
• Don’t sell products or services that lead to buyers remorse.
• Follow through with your promises!
• Building trust is a huge investment. If you create a great experience, your clients will spread the word. If you burn a bridge, you’re also boring that bridge for many other people that you could have worked with. 

• It’s human behavior to be skeptical and not trust others. 
• When your clients come to you, they will assume the worst. 
• They may have had bad experiences in the past with someone else in your industry. 
• It takes a lot of trust to purchase a product or service. 
• How can we address the past baggage and build trust?
• Know your industry and competitors, especially the sleazy things they do. Make a stance against those things. 
• Don’t have disclaimers and asterisks. Be 100% transparent. Don’t try to hide things. 
• Be blunt. Be blatant. Follow through with the things you say you’ll do. 
• Set the ground rules for you business relationship in your first call. 
• Tell them that their trust is important to you. 

• Don’t assume that they’re going to say no even before you jump on the call. 
• The price is just a price. Say the price and then wait. 
• Know where your bar of resentment is. How low are you willing to go that won’t make you resent yourself later for going too low. Stick to it! 
• Don’t apologize for you price! 
• The negotiation should be good for both of you. You should both benefit from the relationship. 
• If you’re worried about being a jerk, you’re probably not selling like a jerk… you’re probably not selling at all.

• Is sales manipulative? Of course! 
• Manipulation simply means 
• There are too kinds of manipulation: Big M manipulation and Little m manipulation. 
• Bad manipulation is manipulation without consent. 
• Good manipulation is helping someone get where they already want to go. 

Follow Annie:

• The Non-Sleezy Sales Academy
• LinkedIn
• Instagram @anniepreneur
• FREE Masterclass - How to Make Selling Easy - without Getting Sleazy 

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Business relationships can be hard. No one is perfect, and we all have to deal with people that don’t respect us. Zoe Share teaches us how to navigate these difficult relationships with honest communication, clear brand values, and negotiation.

• Zoe Share was a kindergarten teacher turned marketer. 
• She has a Batchelor’s degree in English literature and education, and decided to become a teacher. She ended up not enjoying teaching and decided to go back to school for business marketing. 
• Marketing is at the intersection of education, literature, and business. 

• You can tell if someone really understands a concept by whether or not they can explain it to a five year old. 
• “Keep it simple stupid”

• Children are incredibly honest and direct. 
• Communication and expectations go hand-in-hand. 
• Are your expectations clear?
• Demonstrate how you want to be spoken to. 
• Be willing to admit when you don’t know.
• Trust other people. 

• Understand what drives you. What is your mission and values? 
• Your mission and values act as a guidepost. 
• Do business with people that resonate with your purpose and value. 
• Even a sock company (a commodity) can have a purpose and values. 
• Bombas Socks - a sock company that donates a pair of socks to homeless shelters for every pair purchased.

• Marketers are often seen in a bad light. 
• We should try our best to be the best people we can be and to create the best brands we can, but at the end of the day, no body is perfect. 
• What are your intentions for doing good? Are you doing it to get followers, or because you truly believe in it?
• Consumers act as a vigilante deciding who deserves brand loyalty and who doesn’t… at the end of the day though, how do you know?

• Do everything you can to vet your clients before you work with them. 
• How much would a client need to be bringing into your company for you to tolerate them disrespecting you? 
• No relationship is perfect. It’s important to learn to navigate the hard times.
• Be willing to have difficult conversations when they’re needed. 
• Bring integrity to the way you resolve conflict.

• Say what you need. 
• Negotiate toward success. 
• The end result should be a win-win. You are working together toward a mutually beneficial relationship.
• Business is a two-way street. Both sides of the relationship provide value. 

• Don’t trust all of the ads that you see. 
• Be careful where you put your money. 
• The more we care about how trustworthy a brand is, the more companies will have to prove to us that they are trustworthy. 
• Support brands and causes that align with your values. 

Follow Zoe:

• Schmooz Media
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• JMH Media: Building Brand Loyalty and Trust
• LinkedIn
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We’d love to hear from you!

Have some feedback about the show? Feel free to reach out to us at [email protected] You can also rate us in Apple Podcasts or your favorite app to help more people discover the show!