As entrepreneurs, we wear oh-so-many hats; not only are we registered dietitians with extensive clinical training and experience, but we also need to be experts in marketing, copywriting, networking, taxes, and more.

One of those marketing terms we tend to talk about is called “know, like, and trust.” It is an important concept to understand so that you can leverage it to be able to attract your ideal clients. 

If you’re new around here, welcome! I’m Holly Larson, a registered dietitian and nutrition copywriter with a certification in marketing from the WYWTF program. In this blog post, I’ll explain exactly what “Know, Like, and Trust” is and why it matters for the growth of your business. 

Let’s dive in!

Marketing 101

So, we tend to use the words “marketing” and “advertising” interchangeably, but they’re not actually the same thing. 

Advertising is more about letting your audience know that you exist. Hey, I’m here and ready to help!

Marketing takes it many steps further; yes, it is about brand awareness, but also it is about providing value and building trust. 

Let’s define what Know, Like, and Trust are individually and then talk about strategies for how to build them with our ideal clients. 

Know

The first step in building a strong relationship with potential clients is making sure they know who you are. This involves creating opportunities for them to discover your brand and understand what it stands for. This is more in alignment with what folks might think of when they consider advertising; you’re letting the world, especially the specific people you wish to help, know that you exist.

You can nurture this by consistently showing up where your audience spends their time. Consider blogging regularly, sharing insights on social media, or being a featured guest on podcasts that resonate with your brand’s message.

It’s about extending a warm invitation for people to learn about your expertise and passion. When they know you, they’ll start to hear your voice amidst the sea of information out there.

How to build “Know”

• Host webinars or live Q&A sessions: Offering a live platform where audiences can interact with you builds visibility and credibility. For example, monthly webinars on nutrition topics can showcase your expertise and allow attendees to ask questions directly.
• Lean into your blogging strategy: Write high-quality blog posts and share them on your social media platforms, email them to your list, and promote them on LinkedIn. Pay attention to SEO strategies so that you can organically attract the right people to your website. (New to SEO? Click here: How to Write Content for Google: 7 SEO Principles for Beginners.)
• Leverage local community events: Participate in local expos or health fairs where you can set up a booth, give presentations, or conduct small workshops. These face-to-face interactions create meaningful connections within your community.
• Request testimonials from satisfied clients: Reach out to clients who have had positive experiences with your services and kindly ask them to share their feedback. Their testimonials are powerful tools to enhance your credibility and visibility, allowing others to trust in the quality and impact of your work.
• Seek referrals from local clinicians: Form partnerships with healthcare professionals in your area, such as doctors and therapists, who can refer clients to your services. Building these professional relationships mutually benefits both parties while helping clients receive holistic support and care.
• Engage actively on social media: Share daily stories or updates that capture your day-to-day activities, successes, and even challenges. This transparency encourages familiarity and relatability, both of which are vital for potential clients to feel they know you.

Like

Once potential clients are aware of you, the next pivotal step is to make them like you. We don’t just want to work with people who are trustworthy; we are much more likely to spend money to work with someone who we trust. 

The key here is authenticity; be genuinely yourself. Share your story, successes, and even the bumps you’ve encountered in your journey. People connect with real experiences and emotions.

Remember: your ideal client is looking for you exactly as you are. 

By letting your personality shine through your content, you’re not just a brand—you’re a human being they can relate to. It’s this relatability that makes them think, “I like this person; they understand where I’m coming from.”

How to build “like”

• Share personal stories and experiences: Discussing relatable experiences or anecdotes can help your audience feel connected to you on a personal level. This connection increases their likelihood of liking and following your journey.
• Engage with your audience: Respond to comments on social media posts, emails, or blog comments to show that you value their opinions and insights. Creating a two-way dialogue fosters a community feel.
• Display your passion and enthusiasm: Let your excitement for your work and your field shine through in everything you do. Passion is contagious, and if people see it, they’re more likely to develop a liking for you.
• Host interactive sessions: Organize webinars, live Q&A sessions, or workshops where you can interact directly with your audience, answer questions, and allow them to see your personality and expertise in real time.
• Use humor wisely: Light-hearted content and humor can make your brand more approachable. A well-timed joke or a funny story can break the ice and make your audience feel more comfortable with you.

Trust

Trust is the cornerstone upon which long-lasting client relationships are built.

Earning trust means consistently delivering on your promises and demonstrating your knowledge and reliability. You can achieve this by providing valuable, accurate, and actionable content that addresses their pain points and paints a picture of what their life can be like after having success with you and your services.

Remember, building trust takes time. Show empathy, offer solutions, and create spaces where potential clients feel heard and supported. When they trust you, reaching out for your services becomes a natural progression in their journey.

As you develop your marketing strategy with this warm, encouraging mindset, you’ll find that your ideal clients gravitate toward you, not just for your professional expertise but for your genuine approach and understanding. Let your passion and sincerity shine through every interaction!

How to build “Trust”

• Provide consistent and reliable content: Share regular blog posts, newsletters, or podcasts that offer valuable insights and solutions to common challenges your audience faces. Consistency builds credibility over time. Not convinced? Check out this post for how blogging can save you time in your business: Four Big Benefits of Blogging for Business(Save Time in Your Private Practice)
• Showcase expertise through case studies: Publish detailed case studies or testimonials that highlight your successes and the tangible results clients have achieved by working with you. This demonstrates your effectiveness and reliability.
• Offer a valuable freebie: Allow potential clients to experience your services or products firsthand without an initial commitment. This builds trust by letting them see the value you provide before making a purchase. (If you would welcome some guidance on how to craft a valuable freebie, click here to see my mini-course.)
• Maintain transparency and open communication: Be clear about your processes, pricing, and expectations right from the start. Open communication fosters a safe environment where clients feel valued and assured.
• Admit and address mistakes: If things go wrong, acknowledging the issue and taking responsibility can strengthen trust. Providing solutions and maintaining integrity shows that you stand by your commitments.

That’s a Wrap

In building meaningful client relationships, we’ve delved into the essential stages of becoming “known,” “liked,” and “trusted.” By creating high-quality content and being authentic, you invite potential clients to connect with your expertise and passion. 

As they experience the genuine human behind the brand, they gravitate towards you not just as a provider but as a partner they can rely on. Establishing this trust leads to long-lasting relationships and genuine engagement. 

Ready to transform your brand presence and journey with a partner you can trust? Book a call with me today and discover how my copywriting services can support your business goals, leaving you feeling more confident and understood as an entrepreneur.