22 Dec 2022 | BY Karl Pontau

How much do your clients trust you?

Do they trust you like my cat Cosmo trusts me?

Or, do they trust me as much as my cat Scout trusts me?

I have strong relationships with both.

They both get plenty of food, water, and attention from me.

But, Scout is much more skittish than Cosmo and doesn’t like to be held, let alone snuggle.

This makes it much harder to persuade Scout to do what I need him to do, like get into a cat carrier for a trip to the vet.

(I’m writing this the morning of their annual vet appointment, and not looking forward to trying to get Scout to go. I may lose some blood…)

The thing is, I am to blame for Scout’s lack of trust.

I should have held him more when he was a kitten.

A lot of times when I held him, I was giving him flea medicine. Which he HATED.

So, he associates being picked up with that negative experience.

Yes, Cosmo got flea meds too. 

But, he also got more snuggle time like in the picture. 

He feels safe on my lap, curled around my hand.

He even falls asleep sometimes.

He knows that interacting with me can be good.

You’re probably wondering…

How does this apply to your business?

Well, the relationships you have with your clients are like the ones I have with my cats.

If they have good experiences with – and trust – you, then they’ll be more open to spending time with you.

But, if they’re unsure of what they’ll experience with you, then it’s harder to persuade them.

When it comes to your clients, your brand is the most effective tool for persuading and building trust.

It conveys your values and purpose. 

It shows them how much you have in common.

It gives them a place to belong.

And, like I’m responsible for how much my cats trust me, you are responsible for how much trust you have with your best clients.

How well you tell your brand story and deliver exceptional experiences determines how much people trust you.

If you show that you share their values and beliefs… 

…and back those claims up with action… 

…you’ll build trust.

That’s how you create traction with your best clients.

So, as we move into 2023, plan out how you can build trust with more of your best clients.

Happy Holidays and Happy New Year!


P.S. I wasn’t able to get both my cats into the same carrier, and had to reschedule their vet appointment. (You win this time, kitties.)

P.P.S. I’ll be announcing a new program for startup founders who seek Seed funding and have been told by investors that they need more traction.

Look for more info on January 2nd! 

Whenever you’re ready, there are 3 ways I can help you:

Build your confidence and trust quickly with clients here

Learn how to create authentic stories to promote your business here.

Work 1:1 with me to optimize your brand story and attract more of your best clients.

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