The Know-Like-Trust Lie They Sold You

Can I ask you something?

I don't know, you may have never thought about, but how many times have you heard this?

People need to know you, like you, and trust you before they buy.

Probably thousands.

Like your whole life.

It's everywhere.

Every business coach, every content creator, every online marketing guru has.

Said some version of that exact thing.

You've been creating content to get people to know you, to like you, to think you're relatable, warm, a good person, and you're probably getting followers who love you.

People who comment, people who say You are amazing, but they're not buying because here's what nobody told you.

The know like trust framework is very, very real.

It works, but when it comes to selling to.

Sumers, almost everyone is teaching it backwards, and today I am gonna show you what that actually means and why.

Getting it right will change everything about the content you create.

Welcome back to Sold Out Sales School.

I'm Trish Ware, a seven figure business owner who used to be a labor and delivery nurse.

I'm a mama.

Seven homeschool mom and I have built two very successful businesses, one of which is a seven figure business selling to moms and parents.

So if you caught my episode last week, we talked about why moms don't buy like entrepreneurs and why the strategies that you've been handed.

We're built for the wrong buyer.

So today we're gonna go a little bit deeper and we're dismantling one of the most repeated, most misunderstood frameworks in all of business, whether you're online or in person.

And by the time we're done, you are never going to create content the same way again.

I wanna tell you about the early days of building labor.

Nurse Mama.

Some of you guys see me now and you're like, holy sch smoke.

She's so successful.

Let me do exactly what she's doing.

But you don't see my early days or my middle days where.

I wasn't making any money.

Okay?

So for a long time I was doing what everyone told me to do.

I was following all the business advice, all the marketing advice, all the content advice from people in the online business world.

Y'all know who I'm talking about, and I was definitely growing.

My audience was growing, my engagement was growing.

People loved my content.

From the outside, it looked incredible, right?

But I wasn't selling, I wasn't making money.

it was very confusing because people would message me all the time telling me how much they love my content, how helpful it was, how much they trusted me, but it wasn't turning into cash.

And what I eventually realized was that all the advice I was following was from people who were selling to entrepreneurs, people who were already in buyer mode.

Entrepreneurs come and they're looking for a solution.

They're thinking about investments, they're thinking about ROI.

They're thinking about how can this person help me build my business.

But my people, were not entrepreneurs.

My people are pregnant women, new moms, exhaustive parents.

They're not sitting down looking for something.

They're not looking for a course like a business owner.

They're scrolling at 2:00 AM stressed about birth, uncomfortable, worried about the baby, worried about doing something wrong.

So I began to build my own plan based on who I was talking to.

I switched up my content and I began to talk about my offer all the freaking time, and it changed how I sold and it changed how I explained the problem.

And when I launched my offer for the first.

Time using that strategy.

It was a high five figure launch, that was the moment I realized this works very different when you're selling to real people instead of entrepreneurs.

Did I learn my lesson then?

No.

I kept hiring the wrong coaches taking the wrong advice, thinking that it was the one thing that would scale me, but there was a moment in that that really changed everything for me, and it was a message I got from a mom.

She had just had her baby and she sent me a D and she said, Trish, I had a successful vbac.

I went all natural, thanks to all of your advice, and I was home four hours later.

Thank you so very much for showing up.

I remember just sitting there staring at the message and I realized that the root of everything I was doing was my mission.

I realized this wasn't about content.

This wasn't about social media.

This wasn't about business.

This wasn't about money.

There are real women on the other side of the screen making real decisions about their bodies, their babies, their births based on what I was teaching.

And that changes how you show up.

Your mission is over.

Everything that changes how you seriously you take your work and honestly, that changes how you sell because I know my selling isn't just about making money.

It's about getting the information that is so needed and helping the person who needs it.

So here's the principle and I need you to really hear this.

The know, like, trust doesn't mean she knows you.

It means you know her.

Every coach teaching you this framework has been telling you to make yourself more known, more likable, more trustworthy, but you're an expert.

And that's where a lot of you guys are falling down.

You're falling down because your content is more about you than her.

She don't care about you.

She does not care about you.

In the first three seconds before she decides whether to keep scrolling or stop, she's asking one question, does she understand me?

That's it.

So you know her, right?

Your content accurately describes her life, her situation, how she's feeling.

She reads your content and she thinks, oh my gosh, like, how did she know that that is the no, the like is, do you know what her life is?

Like this is not about her liking you as a person.

This is about you understanding the root of her problem, the impact of her problem.

What is it doing to her confidence, to her motherhood, to her marriage, to stress, to her time, to her identity.

Likes, get you followers.

Understanding gets you buyers.

So the trust part is you.

You are credible.

Trust is not about being nice or relatable.

Fun.

Trust means you know what you're doing.

You are the expert.

Trust means you can diagnose the problem.

Trust means you can help her get the result she wants.

When someone is in pain, when they're struggling, they don't care if you're funny.

They care if you can help them.

Your buyer is the same, right?

So let me be a little bit honest with you for a second.

I sometimes catch myself.

Creating content for, you know, vanity metrics and talking about myself too much.

And that is a problem.

I don't need to talk about my story and my process, my results, unless I'm doing it a specific way, which I teach my clients to do.

'cause there is a powerful way to do it that still makes her feel seen.

But I have to stop and ask myself, is this more about her?

Can she see herself in this?

Does she feel understood?

every single time I shift the content back to her, it performs better.

Every single time you've been trained by an online business world that mostly sells to other entrepreneurs, and you are learning a different language.

Now, once this clicks, once you really understand how to make your buyer feel seen, selling becomes a little bit.

Different.

It becomes a much different experience and it becomes so much easier.

So here's what we covered today.

The no, like trust is real, but you've been taught it backwards.

No means you know her.

Like means you understand what her life is like trust means you're credible and can help her.

So stop creating content that is more about you.

How you'll become known is when your content proves you know her.

Stop trying to be liked, start demonstrating that you are an expert.

You're not an influencer here.

You don't need to be relatable, you just need to be credible.

And that is the know, like, trust framework when it comes to selling to real people as an expert.

So next week we're gonna be talking about claiming your expertise, because when I say you are the expert, what does that do to your nervous system?

I want you to really claim it.

We're gonna not describe it.

Not qualify it, but we're gonna claim it.

Alright, friend, that was your cosmic slap on the booty for today.

I want you to go create content that makes her feel seen and go.

Sell your stinking offer.

If you're not selling, you won't sell.

If you're selling, you sell.

This is a very simple little, you know, wisdom little pop of wisdom for you today.

Okay, as always, hit subscribe.

Leave a review.

Tell me what you wanna hear more of.

Tell me what you're struggling with, like what is your big bottleneck in your business?

And we will create content just for you.

Okay, you guys, I will see you again next Friday.

Bye for now.