8 Psychological Hacks to Build Trust in Your Content

There are eight things happening in the background of every piece of content, every launch, every viral reel, every caption, that makes a stranger stop scrolling and think, " Wait, how does she know that?" And almost none of it is luck.

It's actually psychology.

So today we're gonna talk about eight hacks that you can use in your content, in your challenges, in your launches, to get a woman who has never met you trust you enough to buy you.

And these are not tricks to manipulate, it's to influence, and to get people to stop long enough to pay attention.

And these are actual researched reasons the human brain leans in.

And once you see them, you can't unsee them in your own content.

So let's get into it

Hey friend, welcome back to Why She Buys.

I am Trish Ware, labor nurse turned CEO,

I teach women who sell to moms and families how to build content and offers that actually convert.

Here's what qualifies me to teach you psychology and not just marketing.

I spent 16 years in a birth room reading people, and I've done a lot of research and study.

There is a lot that you can do when you know the psychology behind why people make decisions, and that is a nervous system skill, that is a marketing skill that you have to know.

I have built two seven-figure brands using a lot of these hacks, and a lot of them I didn't even name at first.

Now I know why they work, and today I'm gonna give you them.

So let's go

Okay, number one, narrative transportation.

This is the reason a story pulls someone out of their own kitchen and into your content.

So here's how it works.

The brain cannot tell the difference between watching a specific sensory story and living it.

I want you to let that land for a second, okay?

Your brain is not reading that.

It's in the hallway with me.

And the more specific sensory visceral details you can give, the better.

The biggest mistake that I see most of you making is you'll say something like, "I went through a hard season." Nobody's getting transported into that, girl.

Nobody feels anything.

My husband was sleeping in bed.

My daughter was in her toddler bed, and I was crying.

It was the only space in my home that I had to myself," right?

That is bringing her in there.

So your homework number one is stop summarizing your story.

Drop her into a scene.

Give her the moment.

Give her the senses, the sounds, the smells.

And that is going to make it so specific that it will make her feel seen, and she will put herself in it, and you don't even have to talk about your offer yet at that point.

That is just getting her into your world, feeling seen, and feeling like a part of the story.

Okay, number two is called limbic resonance, and this means they feel it before you teach it.

So this one changes a lot of how you sequence your content.

Her nervous system has to feel something before her brain will accept anything you teach her.

So information first does not work, especially on a tired, skeptical, decision-fatigued mom.

Emotion works every time.

So lead with emotion.

So when you catch yourself opening a post or a video with a tip, a stat, a framework, a name, whatever, open with a feeling.

Name… I call this her Tuesday morning.

Drop her into the exact 2:00 AM thought she's having, right?

You're laying there wondering if you are the only one who feels like you can't stop yelling at your toddler.

It does something to her body before it does anything to her mind.

Once she feels seen, she will let you teach her anything, and that is why some of my most profitable content starts with a feeling, and it's a feeling that I know she's carrying about her birth, about her pregnancy, and a lot of times it's ones that nobody has said out loud.

So the sh- more shocking, the better.

Number three is the Zeigarnik effect, and I'm probably pronouncing that wrong.

Zeigarnik effect, okay?

This is basically an open loop.

So I've heard it pronounced different ways, but there's a reason a cliffhanger works on the human brain the exact way, whether it's your content or it's a Netflix or we're watching, the Silo show right now, and I'll be darned if it doesn't end with one of these every single time, and you're like, "Oh, my God.

Give me the next episode." An open question is something the brain cannot walk away from.

We just can't.

It's like an itch.

You have to scratch it.

So instead of giving her the answer right away, you open the loop and you let it sit.

I almost didn't post this because I was afraid of how much it would change your pregnancy, right?

Then you go into the story.

You've not told her what it was yet, but her brain is now working on it in the background whether she wants it or not, and this works really well in your launches, in your content, your podcast episodes, whatever.

Hold the reveal, okay?

That's not a gimmick.

That is how you can keep her attention and give her a reason to come back.

Number four is the Von Restorff effect.

Now, y'all, I'm probably pronouncing all of these wrong, but give me, give me a break, okay?

Perimenopause at its, its best.

But this one is known as a pattern interrupt.

The brain remembers what is different, so everything that looks the same kinda gets deleted when they're scrolling.

If your hook sounds like everyone else's, you know, pattern that's working, it doesn't matter how good your offer is because she won't stop.

So the move here is contrast.

A number instead of a vague claim.

A counterintuitive statement instead of the expected one.

Stop trying to persuade her stands out because most people are teaching the opposite.

Like something different.

So look back through your month of content, and if it all sounds interchangeable with everyone else in your space, that is not a content problem.

That's a pattern interrupt problem.

And you can do that visually, verbally.

You can do it with text on screen.

You can do it you speaking it.

You can have something that interrupts the pattern, like, visually as well.

Number five, the before and after.

So the contrast principle is what this is.

The gap between two states sells harder than either state on its own.

So this is where you use something like, "Here's where I was, here's where I am now.

Here's where my student was, here's where she is now.

This is what her first birth is like, was like, this is what her birth with me is like." It will always outperform just describing what's going on now.

So the before has to be pretty solid though.

You know, the exact thing, the exact conversation that your student had with you, or your BFE, right?

The same thing works inside a single piece of content.

You can give an old belief and why it's wrong, and then the new belief and why it's right.

So you can figure out what that is, but you can have contrast especially in testimonials, but you can also build it in how you teach so that the lesson sticks in their brain.

Number six is reciprocity, and this is a give before you ask.

You give something real and her nervous system registers a small debt.

It's not manipulation.

Again, this is just biology.

Humans are wired to want to give back when they've been given to.

Here's where people get this wrong.

They give a watered-down version of value because they're scared to give away the good stuff.

But give away the good stuff, girl.

Give away, give away the things.

Because when she uses it and it works, the trust she now has in you is worth more than anything you held back to protect.

So this is why you have a really epic lead magnet that gives them a real payoff.

Now, I'm not saying complicated and I'm not saying 10.

We wanna give them one Hawaii, one outcome Number seven is the pratfall effect, which is like the right kind of flaw.

So number seven, and this one works really good, a real flaw shown by someone who is competent makes people trust you more, not less.

So it only works from a position of authority.

When you say something like, "I'm still figuring this out," that does not build trust the same way as you say, " Here's a launch I completely botched, and here's what I did later that changed it all." Right?

So you're saying, "I messed up here. Here's what I corrected, and now it's working."

So you can think about doing this, right?

So maybe you are saying something like, "This is the mistake I made," which proves you're human, and, "Here's the fix," which proves that you are the mentor for them.

Hopefully that made sense.

Number eight is the peak-end rule.

Engineer the ending.

So number eight, this one will govern a lot about how someone remembers an experience with you, whether it's a five-day challenge or it's a live event like we're planning in Nashville in January, or it's a 90-second reel.

Here's the research behind it.

People do not remember the average of an experience.

They remember the most intense moment, and they remember the very last moment.

That's it.

That's what gets stored.

So if you're running a challenge, . Your best content cannot be buried in the middle.

Your best point, your best proof, your most emotional moment, that goes right before the close.

And the close itself has to be engineered, too, not rushed, not an afterthought slapped on the end because you ran out of time.

This is why I structure my sold out offer challenge very specifically, and the ending is deliberate because what she remembers on day five is what she's gonna be thinking about when she decides whether my mastermind is right for her or not

Okay, here's the thing.

I know eight is a lot.

Pick one and just work really hard on that for the next week, and then pick another one.

And that is how you're going to really get used to doing each one and figuring out what's best for you and your audience.

Thank you so much for being here today.

If this was useful, hopefully it was, subscribe to the show, leave a review, and it really does help other women find us, so I truly appreciate it.

Make sure you check out Why She Buys Alive.

We're doing it in January, and it's gonna be incredible.

Find me on Instagram @iamtrishwear.

I love hearing from you guys, and that is your cosmic slap on the booty.

When you sell your offer, it sells.

Have a great week, and I'll see you again next week.

Bye for now.