Fitness Business School - 601 - Know Like Trust Truth

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Building Strong Client Relationships with Know, Like, Trust, and Truth

In this episode, Pat challenges the common marketing formula of know, like, and trust (KLT) by adding a crucial fourth element: truth. He explains how KLT happens sequentially rather than simultaneously and shares personal insights from his own decade-long experience. Pat emphasizes the importance of visibility, likability, and building trust through social proof and real-life demonstrations. By incorporating 'truth' into marketing, which involves demonstrating genuine evidence and offering low-risk trials, business owners can attract more ideal clients and foster long-lasting relationships. He advocates for a relationship-driven approach over transaction-focused marketing, aiming for informed and satisfied clients.

00:00 Introduction to Know, Like, Trust, and Truth 01:27 Understanding the Know Stage 03:02 Building the Like Factor 04:07 Establishing Trust with Social Proof 05:58 The Importance of Truth in Marketing 11:22 Combining Know, Like, Trust, and Truth for Success