Convincing total strangers to do what you want them to do—like listen to your podcast, book you for an event, shop at your store, or really anything—requires that you break through the noise around them, get their attention, keep it long enough for them to feel comfortable with you, and move them to buy.

Sounds complicated right?

I always tell you to ignore other people’s opinions about you and do you to the best of your ability. That’s important in order for you to be able to act on your goals without allowing irrational fears to be a hindrance for you. But there are times that we actually need to worry about how one group, in particular, feels about us.

That group is our audience of ideal customers. 

When it comes to our ideal customers liking us, we’re as needy as a 14 year old boy with his first crush. We have to convince that audience of people to know us, like us, and trust us. 

The Know, Like, Trust Factor is essential in actually...