You’ve likely heard of the ‘know, like, trust’ principle before.

But have you ever focused on building all three factors and using them in your content strategy?

If you’ve answered no, then this article is for you.

By using the expert ideas we cover, you’ll connect better and more personally with potential clients and generate extra leads as a result.

At Attribute, we can help you refine your marketing techniques and manage leads for better business relationships.

A big part of this can indeed be attributed to the know, like, trust principle we will discover.

Whether you’re a new or established business, the know, like, trust principle is highly valuable!

So, let’s take a look at what it takes to build the trust element with a few ideas and put a great strategy in place for business.

What Is the Know, Like, Trust Principle?

The ‘know, like, trust’ principle is a simple concept, but there is much more to it than you may have imagined.

In essence, it is how your potential client perceives your brand and the consequent actions that follow.

You need to know exactly what your ideal client expects when buying your product or service to bring about their success.

This is where the principle comes in to help.

You need to be known, which means you have to show them you exist, what services you offer, and how qualified you are to deliver those services.

As you can see, there are many things that you must pay attention to, and in many instances, brands fail to do this.

Once a prospective client knows that you are a brand they can relate to, with a natural person behind it, and you can meet their needs satisfactorily, they then decide whether they like what they find.

Finally, once they find out that you are dependable and honest, trust will develop as they decide whether they can trust you.

You can expect to secure their business and grow your relationship only when you have overcome the ‘know, like, trust’ hurdle.

Depending on how you introduce yourself, what your circumstances are, and how discerning they are, the journey from meeting you to deciding to purchase from your brand can go in multiple directions.

Typically, though, you need to move the process along by tapping into their pain points which we will come onto.

We’ve covered all three elements of the marketing principle below, along with tips to ensure you’re making the right moves.


The first step is to let people ‘know’ who you are and what you stand for. Think of the marketing journey as a funnel, with ‘know’ at the top.

Biographies of yourself and your team with relevant background information should be compelling and personable. Likewise, your brand’s story should communicate what you personally stand for in the business world.

Avoid jargon and fancy language; this often doesn’t help readers to connect.

You will be more likely to engage with people, connect with them, and they’ll want to know you more if they see that you are like them somehow.

A professional headshot and photograph can do wonders in making a positive impression; people are more visual than ever, so images are more important now than they previously were.

Your communications should always refer to your firm’s audience and be clear about the audience your firm does not serve.

Any business presentations you give, marketing materials you produce, and articles you create need to attract and engage.


Knowing you does not automatically lead to someone liking your brand. However, the way you present your brand and demonstrate your expertise, along with professionalism, make a difference.

You need to provide prospective clients with a solid idea and the materials to help them like you throughout their personal marketing journey.

Being authentic is one of the best ways to gain the trust of others.

You should present yourself more formally than some professions but let your personality shine through and drop the overly polished appearance.

Genuine people are more attractive.

When communicating, strive to be positive, upbeat, and optimistic while being truthful and transparent for enhanced likability.


Although some people are more accessible to win over than others, many people have their guard up, especially when it comes to money.

It doesn’t matter whether they have worked with a financial advisor who burned them in the past, they have never worked with an advisor before, or they are not sure if you can help them reach their goals. It is your responsibility to establish your credibility, demonstrate your reliability, and prove that you are capable.

To keep showing up is one of the most effective ways to build trust in marketing. Being available again and again with helpful information and resources, addressing concerns, sharing insights, and offering your perspective can make a significant impact.

It proves that you have knowledge, and consistency breeds trust.

Online marketing also offers a chance to leverage social proof, which further helps establish trust.

Provide testimonials from happy clients, articles you’ve written, or where you’ve been quoted.

You should also share media clips, speaking engagements, community service examples, and case studies that show your firm in a positive light.

By demonstrating that people trust you, social proof signals that others can trust you too.

How to Build Know, Like, Trust with Your Audience

Now onto what you need to do to build know, like, and trust with your audience.

Below, you’ll find our top tips on successfully increasing this principle via your communication strategy.

How to Get Known

Every business strives to be known by as many people as possible. It’s the hallmark of brand identity success, after all.

However, implementing the right ways of getting known is the key to this success. These include:

  • Define and target a clear buyer persona
  • Assert expertise within your niche
  • Deliver the correct type of content
  • Offer a valuable free product or service
  • Use social media to encourage spreading the word
  • Consider building relationships with great influencers

Personalized Communication

To convert prospects into customers, a high profile is not enough. To cultivate your likeability, you must also build relationships.

Here are our top ways to be liked in your industry:

  • Be authentic and celebrate it!
  • Write your content with passion
  • Ensure you are congenial in your communication
  • Encourage conversation via social media
  • Focus on being relevant
  • Put faces to names
  • Be visible via Google
  • Deliver social proof in numbers

Attribute can help to apply scores to leads, which, in turn, can help you learn more about your prospective customers and what they’re willing to buy. In this way, you can focus your marketing on the products or services your target audience is open to buying, decreasing hassle and costs. 

How to Build Trust?

Finally, we move on to building trust. Once you have made sure your company is known and liked, you can focus on making sure you are trusted.

Here are some examples of how to gain trust online:

  • Don’t disappoint
  • Be constantly good
  • Use testimonials to demonstrate a positive experience
  • Publish case studies
  • Apologize when needed


Success happens when you apply the know, like, and trust principle to your content and actions. As an authority on an industry subject, you can build a tribe of fiercely loyal followers who may, in turn, become loyal customers.

At Attribute, we look to solve problems by enhancing seamless communication between brands and clients. Our AI software enables you to easily implement strategies that build the know, like, trust principle with prospective customers.

In the end, you’ll benefit from an ever-growing loyal customer base that depends on your brand’s products and services while being happy to spread the word!

Want more information on how to build better relationships with your leads and customers?

Click here to read more about the best practices to nurture your leads

Click below to download our free Complete Guide to Lead Nurturing.

Need a solution that allows you to build great relationships with your prospective and current customers? look no further.

Attribute allows you to nurture and build relationships with your customers through multiple channels so that you can stay top of mind.

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