Know Like Trust Framework – How to Convert Social Media Followers Into Paying Clients

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Trish: Welcome to Sold Out Sales School, the podcast for women with heart LED

impact driven offers who are tired of being the Internet's best kept secret.

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I'm Trish Ware, mom of seven, former labor nurse turned

seven, figure business owner and business mentor for B2C.

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Brands.

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If you're marketing to moms, parents, or real people who are

not gonna make money off your offer, this show was made for you.

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You tried the big name coaches, but their strategies weren't built for your audience.

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Here we do sales differently.

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No bro marketing.

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No cold dms, no weird.

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No fake urgency, just clear messaging aligned offers and strategy that actually converts.

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You're not here to hustle harder and miss all your family events.

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You're here to scale smarter with simplicity.

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So let's get you sold out.

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Hey there and welcome back to Sold Out Sales School.

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I'm your host, Trish Ware, and today we're gonna talk about

something that I see a lot with my clients and other coaches

and course creators and service providers struggling with.

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They're sales.

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And you know, they may have a lot of followers, they may even have

good engagement, but those followers just aren't becoming buyers.

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And you know, you might be out there posting consistently,

showing up in your stories and like, Trish, I'm even going live.

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But when it comes time to make your offer or to launch a

offer, you have crickets and you, or is it have crickets?

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You hear crickets hear crickets.

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Which, if that sounds familiar, we're gonna talk

about that today because here's what I know.

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After years of building my own businesses and helping my clients,

there's a gap between having an audience and having customers.

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And that gap is what I like to call the content trust bridge,

which I know in sales, the trust bridge is, an old school concept.

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It's an old school concept, but that gap in your sales is often the know, like, and trust.

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And you may have heard that so many times that you're kind

of numb to it, but here's where most people get it wrong.

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They think know, like, and trust is just about posting more or being more authentic.

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And there is.

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You know that there is that there.

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That's part of some strategies, but there's actually a strategic way to build

the know, like trust that moves people from a lurker, a casual follower to.

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A buyer.

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And that's exactly what we're gonna talk about today.

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So by the end of this episode, you'll understand the three levels

of know, like, and trust, and how to create content for each level.

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when I talk about content, it can also be your

podcast recordings, your blog post, or whatever.

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But most importantly, we wanna know how to move people through this,

this trust journey so that they're ready to buy when you make an offer.

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Let's start by busting some myths about the know, like,

trust, because I see people getting this all the time.

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So myth number one, it's just about being likable

and honestly it's not at all about being likable.

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'cause I see a lot of creators and coaches.

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Stink that if they just show their personality, show behind the scenes

contents and be authentic, people will automatically want to buy from them.

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That is important.

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Those are important, but it's not about being likable.

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It's about being known, and your audience might love your personality,

but they still don't trust you with their money or their problems.

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The second myth that I see all the time is it

happens automatically over time just because you've.

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Been showing up and someone's been following you, but honestly, you may have a lurker or

someone who's following, following you for months, but hasn't moved into the buyer stage.

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And you know, we see this with influencers that, you know,

people love them, but they haven't bought anything from them.

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Time alone does not automatically build trust.

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It's strategic content.

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Myth number three is it's the same for everyone and this is huge.

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The way you build know, like, and trust with a busy mom is

completely different than how you build it with an entrepreneur.

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Like it's just a totally different.

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Process is a totally different bridge.

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And if you have an audience of real people, parents, families, everyday

humans, they need different proof points than a business owner does.

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And they're not on social media for the same reasons which we're gonna talk about.

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So what is no like trust, really it's a strategic framework for moving people from a

stranger across that bridge to a buyer through specific types of content and interactions.

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And when you understand this framework, you can actually accelerate

the process instead of hoping that it happens naturally or

thinking you need years of them following you to get to that.

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And we wanna be doing that weekly.

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We wanna be doing that even daily at times.

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So let me break down what each level actually

means and how to create content for each one.

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So the no level is where people first discover who you are and what you do.

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But here's what most people miss.

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It's not just about them knowing your name or your business.

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They need to know three specific things about you, what you do, who you help, and what.

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Change or promise you provide to them what outcome.

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So your expertise, your BF, E, and the outcome.

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And this needs to be crystal clear within seconds of finding your content.

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And this starts by your username, by your name,

by your bio and content that builds the know.

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So again, your bio and how you introduce yourself.

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Content that clearly states what you do.

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And before and after stories of client results, yours or your

clients, honestly, it can be either educational content that

showcases your expertise and clear messaging about who you serve.

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That's your BFE.

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So a mistake that I see all the time is that people are

posting inspirational quotes or random life updates, thinking.

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They're building the know, but it really needs to tie in.

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It needs to tie in with your BFE.

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So if someone stumbles on your content and can't immediately

understand what you do or how you help people, you've lost them.

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So.

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For your audience of real people, moms, parents,

people wanting change in their life, not their income.

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The no stage is even more important because they're

not scrolling to learn or grow their business.

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They're often just scrolling to like decompress, like mindless scrolling.

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So your expertise needs to jump out at them even when their brain is in the off mode.

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Let me give you an example.

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Instead of posting Monday Motivation, you post something like, as a birth

worker, as a lactation consultant, as a fitness, whatever, fitness expert.

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Here's what I wish every fill in the blank knew about.

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Fill in the blank.

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So, as a birth worker, here's what I wish every expecting mom knew about labor.

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That immediately tells them what you do, who you

help, and hints at the value that you provide.

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And so for the no level, I want you guys to look at your last 10 posts.

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If a stranger saw them, would they immediately understand what you do and who you help?

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If not, you need to get clear with your messaging and do you know exactly who you help?

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And.

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What you do, and we've talked about that before.

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Okay, so now let's talk about the like level.

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The like level is where people connect with you as a person.

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But again, it's not just about being likable, and I say that in quotes.

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It's about being relatable to your specific audience.

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Your audience needs to like you enough to want to

follow your advice and eventually invest in your help.

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And this is where you have to be authentically you and for people who serve, you know?

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People who aren't entrepreneurs, which I'm not saying entrepreneurs aren't real people

'cause I am one, but this looks different than what most business coaches teach.

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So content that builds the like are stories that show you understand

their world, vulnerable shares that relate to their struggle.

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So, you know, do you wanna share all of your

vulnerability or all the struggles you're having?

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No.

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You wanna share the ones that relate to what they're

struggling with and that relates to your offer.

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Your personality should come through in your content.

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So when you go live, you're not using this like random Instagram live voice.

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You're showing up as you and that makes it more simple for you.

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Also, showing up consistently so they get familiar with you, so they get to know

you and your mannerisms and how you teach, and content that makes them feel seen.

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And understood.

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So your key, your light content needs to be relevant

to your audience's life, not just entertaining.

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If you're a parenting coach sharing your own parenting

struggles, you're building connection with them.

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If you're a birth worker sharing your birth story or

your experiences at bedside, this builds relatability.

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But if you're a wellness coach for moms and you are posting about your business struggles.

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Or your business journey you're building like with the wrong audience.

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Your ideal clients don't relate to your business struggles.

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They relate to health struggles.

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Hopefully that makes sense.

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That, you know, you want to relate to them in your line, in your path, right?

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To your program or to your courses.

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For parents and families, the like stage often

happens showing you are in the same season of life.

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Or if you're like me who's not in the same season

of life I was so I can share what I went through.

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Then also admitting your own struggles with what

you teach, being real about the messy parts of life.

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Showing your family or your personal side when relevant.

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So what I teach in my story sandwich is we share in your stories.

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And if you want my story sandwich, go to the link in the show

notes, or I believe you can go to trish ware coaching.com/story.

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That might take you there.

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If not, go to the show notes.

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So.

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I recommend you share a little bit of life with your first slide and your

last slide, but you wanna tie it into what you do, if that makes sense.

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So.

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Having opinions about things your audience cares about.

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The goal is for them to think, oh my gosh, she gets it, or she

understands what I'm going through, and then relate it to what you offer.

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In a sense.

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It doesn't have to always be what you're selling, but

like what is the point of your account and your business?

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Now an action step for the like level.

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Think about your last vulnerable or your personal posts.

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Did it relate to your ideal client's experience or was it more about your own journey?

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One of the things I would recommend and challenge you is to

stop using I and start using the word you as much as possible.

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Like 90% of your content should be saying you language and not I language.

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So.

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Making sure always that what you do share in eye language

is that it relates to their world, not just yours.

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Okay?

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The trust.

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Now we get to trust, and this is where most people struggle because

they don't understand what trust actually means in the buyer journey.

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Trust isn't just about people believing you're a good person.

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It's about them trusting that, that trusting that you can actually solve their problem.

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They ultimately don't really care about.

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You per se, in, in the biggest sense of the world.

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What they care about is how you can help them.

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How can you solve their problems?

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How can you help them get the result that you promise

and that you understand their specific situation?

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And are you worth the investment?

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So content that builds trust is client results and testimonies, case studies,

showing your process, educational content that proves your expertise.

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And social proof from others in your industry, like consistent

messaging over time that doesn't change or wobble or flip and flop.

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And I struggled with that in my own businesses, both

of them, even though I felt like I had gotten this.

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You.

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When you're confused in your mind, you're gonna be confused in your messaging.

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Another thing that helps is behind the scenes of

how you work, your methodology, your framework.

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If you don't have a methodology or framework, this

is something I teach in the Sold Out Offer challenge.

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Come to it.

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It's live every eight to 10 weeks.

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Go to trish ware coaching.com/soo sold out offer.

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Here's what I see happening.

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People think posting tips and giving advice builds trust, but tips build the no factor.

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You know your stuff and maybe a little bit of like factor, you're helpful,

but trust is built through proof for your audience of real people.

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Trust looks like testimonials from people like them, not

other business owners and results that matter to their life.

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Like how does this help me?

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Better sleep, less overwhelm, losing weight,

easier births, a better breastfeeding journey.

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Proof that you understand their specific challenges

and consistency in your message and your presence.

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One of the things I teach is repetition, repetition, repetition,

social proof from their peers, not just industry experts.

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Like how have you helped other real people just like them?

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And let me be really specific here.

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Like if you're a sleep consultant for babies, your trust content isn't just sleep.

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Tips.

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It is testimonials from exhausted parents who got relief

before and after stories of families getting sleep.

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Case studies of challenging situations that you've solved.

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If you are a financial coach, it's not just budgeting tips, it's stories of people

who've paid off their debt or testimonials about feeling less stressed about money.

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So you can see kind of where I'm going.

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It's proof that you've helped people in their exact situation.

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The biggest trust mistake I see.

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Is sharing results or testimonies that don't relate to your audience.

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If you serve parents, but you're sharing testimonials about like

business growth, you're building trust with the wrong people.

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Again, we wanna stick to our lane.

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Your.

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Content on your business page, your, your blog or

whatever should be building trust with the right people.

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So audit your social proof.

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Are your testimonials and results relevant to your ideal client's goals?

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If not, start collecting and sharing proof that

matters to your audience, your actual audience.

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Okay, now moving people through the journey.

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Now here's the strategy part.

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You can't just randomly post no, like trust

content and hope people move through the journey.

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You need to be intentional and you need to guide them

through that, that journey from no to trust into buying.

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So the content mix that I teach is inspirational content, which builds connection,

relatability, the like factor, and you wanna do about 30% inspirational.

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40% educational content, which showcases your expertise, which

is the no factor, and the 30% authoritative or authority content,

which provides proof and results, which is the trust factor.

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So to accelerate this journey, you lead with education.

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Your educational content makes it clear what you do and how you help you

connect through inspirational content, which shows them you understand

their world and their struggles, and then you prove it with your authority.

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Your authority.

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Content demonstrates you get real results.

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So the secret sauce is stories that combine all three levels.

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When you share a client's story, you are educating them on.

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Your process, you're inspiring them with possibility and you're

showing them your authority through the results that you're getting.

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So for your audience of parents or families or just normal people looking for results,

inspirational content could be mindset shifts, your story, relatable struggles.

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Educational content could be how to tips, frameworks,

teaching moments authority content or client wins.

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Testimonials behind the scenes results.

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So my action step for you for this is to plan

your next week of content using the 30, 40, 30.

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Mix is traditional educational authority and make sure each piece of content.

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Is clearly serving one of the three purposes,

and it's all about your path, your lane, right?

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Stay in your lane, your content mix matters.

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Always remember to lead with clarity and make sure your content is

always clear so that people immediately understand if you are for them.

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Stay relatable, constantly reinforce that you understand

their world and show results that matter to them.

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Okay, so let's wrap up this with key takeaways.

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The know, like, trust isn't automatic.

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It requires strategic content plan that serves each level and your mix of content matters.

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Make sure it's relevant to your audience.

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Make sure that you stay in your path, in your lane.

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Stick to the same.

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Message, repeat it often and tell stories.

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This is your secret weapon.

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They can build all three levels at once.

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Consistency will accelerate the process of showing up

regularly and what feels good with your nervous system?

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That's what you decide is consistency with strategic

content will move people across that bridge faster.

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So here's your homework.

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Audit your last 20 posts and categorize them as no like or trust content.

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Are you missing any levels?

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Are you building trust with the wrong audience?

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And use this to plan your content for the next two weeks.

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And if you want to dive deeper into creating content that converts followers into

buyers, make sure you're on my email list because I share my best strategies there.

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First, thank you for tuning into Sold Out Sales School.

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As always, hit subscribe, write a review, and you are the magic.

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So that was your cosmic smack in the booty.

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Ladies, I'll see you next week where we're talking about pricing psychology,

how to position your offers so they feel valuable and not expensive.

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Until then, keep showing up and serving your.

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People, I'll see you again next week.

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Bye for now.