Hey Reader,
If I had a euro for every time someone told me know-like-trust doesn't apply to them, I could probably retire. (Not really, but you get the idea ;) )
People push back on it. "I don't need to see something 17 times before I buy it. If I like it, I buy it. It's not that complicated."
I had this exact conversation with someone a while back. She was very clear about it. Know-like-trust phases? BS. Her words.
Then she brought up okra as an example of why it's BS.
See, she'd heard it had real health benefits, looked it up, liked what she read, and decided to try it. "See?" she said. "No know-like-trust. It's not so elaborate."
So I asked if I could walk her through what had actually happened.
"You heard about okra. That's Know. You Liked the idea, so you looked it up for more information. That's Trust. Then you bought it."
She paused.
"You went through all the phases," I said. "It just didn't feel like a big thing."
And that's exactly the point, Reader. Know-like-trust isn't always a long, drawn-out process. Nobody deliberates for months before trying a vegetable. But they might before investing in a 2000 euro coaching programme.
The stages are always there. The speed changes depending on what's being bought, who's buying, and how much is at stake. Sometimes it takes seconds. Sometimes it takes a year of quietly reading your newsletters before someone is ready.
The reason so many people think know-like-trust doesn't apply to them is that when it happens fast, it doesn't feel like anything. It just feels like a decision.
But it wasn't. It was a process. Just a quick one.
Wanna read more about those phases and how I think differently about them vs the normally assumed 'funnels'?
Next time you buy something on impulse, see if you can spot the phases. I bet you will.
