The Know-Like-Trust Cycle Explained

The framework that changed how I think about LinkedIn: Know, Like, Trust. Every piece of content and every message should move prospects through one of these three stages. Here's how to create pipeline on LinkedIn: Know: Top of funnel content that makes your ICP aware you exist and what you talk about. Industry trends, hot takes, broad insights. Goal is reach and awareness. Like: Middle of funnel content that shows you understand their problems and have solutions. Tactical frameworks, pro tips, how-to posts. Goal is resonance and credibility. Trust: Bottom of funnel content that proves you can deliver. Case studies, specific results, client testimonials. Goal is conversion. Here's how I apply it: ➝ 70% of content is Like (middle of funnel). Tactical posts about problems I hear in sales calls and how to solve them. ➝ 20% is Know (top of funnel). Spicy takes on LinkedIn strategies or trends in B2B sales. ➝ 10% is Trust (bottom of funnel). Client results with numbers and what made them successful. For messaging, every outbound message is designed for Know and Like simultaneously. Pattern disrupt + problem statement = they know who you are and like that you understand their problem. Only after they respond do we move to Trust with case studies and specific results. This framework prevents me from posting random content or sending messages that don't move prospects forward. If a post or message doesn't clearly fit Know, Like, or Trust, it doesn't go out. Thoughts?

Why Early-Stage Companies Must Master "𝗞𝗻𝗼𝘄-𝗟𝗶𝗸𝗲-𝗧𝗿𝘂𝘀𝘁" to Grow Working closely with CEOs of early-stage companies, one thing consistently stands out: mastering "know-like-trust" is essential for growth. It’s simple, yet powerful. 𝗞𝗻𝗼𝘄: People need to know who you are. I once worked with a CEO who was eager to appear on industry podcasts but struggled because they were relatively unknown. We started by consistently sharing their insights on LinkedIn and through guest articles. -------------------------------------------------------- This established their presence, making it easier to secure podcast invitations. Consistent messaging across all channels was key. -------------------------------------------------------- 𝗟𝗶𝗸𝗲: They need to like what you offer. Authenticity is crucial. In this case, the CEO began engaging more personally with their audience, sharing not just business successes but also valuable lessons learned along the way. -------------------------------------------------------- Offering free value—through blog posts or webinars further strengthened this connection. -------------------------------------------------------- 𝗧𝗿𝘂𝘀𝘁: Finally, they need to trust that you’ll deliver. We showcased case studies and testimonials that highlighted the CEO’s ability to drive success for others. -------------------------------------------------------- Being transparent about processes and consistently delivering on promises built that trust. Quick responses to feedback and open discussions about improvements were also vital. -------------------------------------------------------- 𝗪𝗵𝗲𝗻 𝘆𝗼𝘂 𝗻𝗮𝗶𝗹 𝘁𝗵𝗲𝘀𝗲 𝘁𝗵𝗿𝗲𝗲, 𝗴𝗿𝗼𝘄𝘁𝗵 𝗳𝗼𝗹𝗹𝗼𝘄𝘀. 𝗠𝗼𝗿𝗲 𝗱𝗲𝗮𝗹𝘀. 𝗕𝗶𝗴𝗴𝗲𝗿 𝗱𝗲𝗮𝗹𝘀. 𝗙𝗮𝘀𝘁𝗲𝗿 𝗱𝗲𝗮𝗹𝘀. For early-stage companies, "know-like-trust" isn’t just a framework; it’s the foundation of a successful brand. Are you focusing enough on building these pillars? #chiefmarketingofficer #gtm #businessgrowth #brand  

Growth doesn’t start with sales. Read that again. If you’re just starting a business, sales shouldn’t be your first target. Sales is the end product of visibility. A client once told me: “We didn’t make any sales all through the month, so social media management isn’t working.” And I understood her frustration. But here’s the truth many new brands don’t want to hear: Growth doesn’t start with sales. It starts with visibility. When I joined the brand: • One platform had zero followers, zero engagement, zero views • Another had stagnant numbers and no content direction After one month: • Organic reach increased • Video views grew into the thousands • Engagement improved • The brand started building a digital footprint No, sales didn’t come immediately. And that’s normal. People don’t buy from brands they don’t know. They don’t trust pages they just discovered. And organic content alone rarely converts fast, especially without ads. Social media growth is a process. A process that involves several steps: Awareness → Trust → Engagement → Sales Sometimes clients don’t have the budget or patience to stay the course. And that’s okay. But it doesn’t invalidate the work. It doesn’t erase the progress. And it doesn’t mean “nothing worked.” The KLT framework is also the process of social media growth. Know → Like → Trust Your audience won’t buy from you overnight. They have to KNOW your brand, what you do, and the problem you’re solving. They have to LIKE you — and liking your brand through your content builds TRUST. No one offline will commit their money into your hands without trusting you, and your online audience is no exception. So focus on posts that build visibility. Posts that resonate with your audience enough to trust you. That’s where your sales lie.

Every strong personal brand is built in 3 phases, and you can’t skip any. Most people want to jump straight to authority posts - frameworks, strategies, case studies. But here’s the truth: no one cares about your frameworks if they don’t first care about YOU 👉 Phase 1: Know This is where you let people into your story. → Why you started. → What shaped your perspective. → The personal experiences that led you here.   It’s not about oversharing.  It’s about giving context to why your voice matters. 👉 Phase 2: Like Once people know you, they need a reason to like you. That comes from honesty. Share your mistakes. Share your lessons. Share what you got wrong and how you fixed it. This creates connection.  People don’t follow perfect, they follow real. 👉 Phase 3: Trust Only after the first two phases can you consistently build trust. This is where you showcase results, authority, case studies, and insights that prove your expertise. Trust comes when people see your experience translate into outcomes. Skipping steps breaks the process. Start with KNOW, build LIKE, and then earn TRUST. That’s how strangers become followers, followers become clients, and clients become advocates. PS: If you’re a founder or coach looking to build a personal brand that actually drives business, DM me, I’ll show you how to implement this framework for your own growth. #personalbrandingstrategist #contentstrategist #creadibility

The KLT Factor: The Secret to Building a Brand That Sells Itself It was 2018. A small business owner named Daniel had just launched his brand. He had a great product, competitive pricing, and a website that looked decent enough. But there was a problem no one was buying. Frustrated, he tried everything: running ads, offering discounts, and even hiring influencers. Nothing worked. One day, he met a branding expert who asked him a simple question: “Do people know, like, and trust you?” That was the turning point. The Power of KLT (Know, Like, Trust) The biggest mistake brands make is assuming that people will buy just because they have a great product. But the truth is, people buy from brands they know, like, and trust. Let’s break it down. 1. Know – Become Familiar People can’t buy from you if they don’t know you exist. To build brand awareness: ✅ Be visible on social media ✅ Share valuable content consistently ✅ Show your face and your process Apple, Nike, and Coca-Cola didn’t become household names overnight. They stayed in front of their audience until people had no choice but to notice them. 2. Like – Create an Emotional Connection Customers don’t just buy products—they buy into stories, values, and experiences. ✅ Show your personality in your brand ✅ Tell relatable stories ✅ Speak your audience’s language Think of brands like Airbnb and Dove. They connect emotionally with their audience by making them feel seen and understood. That’s why people love them. 3. Trust – Prove Your Credibility If people don’t trust you, they won’t buy from you simple. ✅ Showcase testimonials and success stories ✅ Be consistent with your messaging ✅ Deliver on your promises Trust is built over time. The more people see you showing up and delivering value, the more they will believe in your brand. KLT in Action: How Daniel Turned His Brand Around After understanding KLT, Daniel did three things: • He started sharing behind-the-scenes content of his work. • He engaged with his audience and shared his personal story. • He built trust by posting testimonials and educating his customers. Within months, his brand took off. Customers weren’t just buying they were referring others. Your Turn: Build a Brand That Sells Itself If your brand isn’t growing, ask yourself: Do people know me? Do they like what I stand for? Do they trust me enough to buy? Start focusing on KLT, and you won’t have to chase customers they’ll come to you. Are you struggling with brand identity? Let’s fix it. Send me a message, and let’s build a brand that people can’t ignore! Was this helpful? Do someone a favor — REPOST this. Someone on your timeline needs it.