"When someone your ideal client trusts signals that you’re worth their time, they’re far more likely to trust you, too."- Sarah George

The Hand-Off Moment

One summer, I was at a local park. While my girls played and made friends, I chatted with one of the dads. He lived nearby and wanted to run home to grab waters for himself and his daughter. Within our 15-minute conversation, he trusted me to keep an eye on his child while he ran home for a few minutes. And his daughter had no issues with being kept in my care, asking me to push her on the swing. Granted, I trust myself, and I likely would not be on the other end of this story, but it goes to show that we innately trust others—and it's smart to leverage it in marketing.

It struck me how normal the moment felt. The daughter trusted me because her dad trusted me. That simple act reminded me of how deeply we rely on the judgment of those we know and trust, especially when deciding to connect with someone new.

This same dynamic applies to marketing: when someone your ideal client trusts signals that you’re worth their time, they’re far more likely to trust you, too. That’s why building and nurturing relationships—whether through referrals, collaborations, or personal stories—is key to growing your business.

When someone we trust signals that another person is safe, we’re more likely to trust them ourselves. This instinct is the foundation of both personal relationships and successful marketing.

1. Celebrate Your Advocates

Your biggest fans—those who refer others to you—are invaluable. Treat them like VIPs! Create a referral appreciation system to celebrate their loyalty.

Consider hosting exclusive events, giving insider perks, or sending small thank-you gifts. For example, a local real estate group I know hosts regular client appreciation events. Attendees feel like they’re part of an exclusive community, which strengthens their bond with the business and makes them eager to refer more people.

2. Collaborate Strategically

Collaboration is a brilliant way to expand your reach, whether by partnering with complementary businesses or even competitors (aka “coopetition”).

• Complementary Collaborations: Work with businesses that offer different services to the same audience. For example, a CPA teaming up with an attorney creates value for shared clients.

• Coopetition: Join forces with competitors to amplify each other’s reach. A performing arts venue might partner with individual performers to cross-promote events, showcasing the venue’s strength in hosting diverse talent while spotlighting the performers.

By teaming up, you share audiences and build trust through association.

3. Be Personal and Relatable

People trust people, not faceless businesses. Share your stories, values, and interests to humanize your brand. Talk about your kids, hobbies, or community service.

You can also use a clear, client-focused messaging framework, like the StoryBrand framework. One client I worked with implemented this on their website, and the results were immediate—better engagement and reduced bounce rates. Visitors felt like the content spoke directly to them, which led them to take the next step.

Conclusion: Trust Leads to Action

Your goal is for strangers to see your marketing and think, “This person seems trustworthy, and they can help me.” Just like that toddler trusted the family friend, your marketing can inspire confidence and connection.

If your messaging feels unclear or inconsistent, let’s fix that. Schedule a discovery call today and start building trust with the people who need your services most.