Trust doesn’t grow on trees.

Tuesday, May 4th, 2010 | Trust Marketing with
Posted by: Kristen Beireis, Trust Marketing Expert

treeIt’s true!!  Potential clients don’t know if they can trust you.  Why is that?  Because they don’t know YOU, yet.  People don’t automatically trust you the moment they see you, your marketing materials or your brand.  Trust needs to be earned.  It doesn’t grow on trees.

Ok, I can just hear you now.  “I’m trustworthy and I exude trust.”  Well, I’m sure you do.  Even the most trustworthy person with the highest level of confidence in themselves doesn’t earn trust instantly.  They still have to prove it.

Guilty until proven innocent.

Yep, that’s the case here.  No one is trustworthy until they have proven they are trustworthy.  I’m not saying that everyone looking at your marketing is thinking; “I don’t trust this person.”  That’s not true, but subconsciously they are looking for reasons to trust you.

I’ve said it a hundred times.  Potential clients won’t trust you with their challenges, life dreams, and goals without first knowing you  can be trusted.  I’m not talking about trusting you to keep their comments confidential.  That’s a given.   There are a lot of trust factors your potential clients are looking for.  Below is a list of just some of those factors.

Your potential clients need to trust that you:

1) Won’t judge them. Especially if they don’t truly understand what coaching is.  If they’ve never had a coach, they have no idea how non-judgmental a coach can be.  They are surrounded by people who constantly judge them (or, at least, they THINK are judging them).

2) Will be able to solve their challenge. Just because you say you can help them, doesn’t mean you can.  Here’s why substantiation is so important.  Your potential clients want to know that you are experienced with their particular challenge.  That you really GET what they are going through and can successfully help them overcome it…and maybe even get more than they originally planned for.

3) Will really HEAR  them. Every potential client who is looking for a coach wants to be heard.  They want to be deeply understood.  As a coach, you can most definitely provide that.  At the same time, do your potential clients know that?  Do you express that through all your marketing materials?  Do you say things that directly relate to them?  Think about it.

I already know what coaches can do.  I’ve experienced coaching from several different coaches.  I know what I’m looking for when I’m shopping for a coach.  I’ve had great success with coaches, but I also know the horror stories of people who have worked with coaches who didn’t quite have it together.  So, I am skeptical.  You’ve gotta work REALLY hard to convince me that you are trustworthy.   Regardless of their training, their title, or their specialty, the above three things are a MUST if you even want to be in the running.

The best way to combat skepticism is to prove you are trustworthy.

How skeptical are you when it comes to hiring a coach?  What do you look for?   Have you proven you are trustworthy in your marketing materials?

Kristen Beireis, Trust Marketing Expert

Kristen Beireis, Trust Marketing Expert

Find out how well you are building trust with the FREE “Trust Marketing Manifesto” at

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