Use "Know, Like, and Trust" to Build Relationships with Customers

In a world with lots of options, why do customers choose one business over another?

It's all about the "know, like, and trust" factor - the invisible bridge that connects your mission to the hearts (and wallets) of your customers.

These three factors may feel intangible, but they are incredibly important in the buying decision.

🟢 KNOW

Before anyone buys from you, they need to know you exist! (Yay for marketing!) But more importantly, they need to understand what you stand for. Tell your origin story. State your values. Show the faces behind your organization. When customers and donors see the human beings behind the mission, they begin to feel as if they know you, and that's an important first step.

🟣 LIKE

People support businesses and organizations they genuinely like. For social entrepreneurs, this isn't about being "salesy" - it's about being authentic. You have a unique voice and point of view. Use it! Don't be afraid to bring your sense of humor into play, and talk about your why. Be true to who you are, even if it is casual or irreverent, and you'll attract your people.

🔵 TRUST

Trust is the final leg in the three-legged stool of "know, like, and trust," and is perhaps the most important one for social enterprises. Whether someone buys from you or donates to you, they have to trust you. So be transparent about your processes. Share your successes as well as your challenges. Keep your promises. Share valuable content. When people trust that you'll deliver on your mission, they'll invest in your vision.

Nurture these three elements consistently, and you won't just gain customers—you'll gain advocates who amplify your impact.

Remember: People invest in change they believe in, led by changemakers they know, like, and trust. 🌍💫