Building Audience vs Building Trust

fame doesn’t sell. followers don’t convert. visibility without relevance is just noise. we’ve all seen it—celebrities launch brands, the internet buzzes for a moment, and then… nothing. meanwhile, smaller creators with deep audience relationships are building brands that sell out, over and over again. the difference? relevance. the old playbook was simple: make a product. spend millions on marketing. hope people buy. that formula? it’s dead. today’s most successful brands do the opposite. they build an audience first, listen closely, and then create products people already want. this isn’t a hack. it’s not a shortcut. it’s the new foundation of brand building. when we worked with Chase Business, they could have focused on financial campaigns. instead, they leaned into what their audience actually needed—guidance on marketing, tech, and business growth. they didn’t push products. they built trust. same with rhode skin. hailey bieber didn’t just slap her name on a beauty brand—she built something her audience already wanted. $14 million in sales in six months. a 60,000-person waitlist before launch. not because of her fame. but because of her relevance. acquisition without relevance is wasted investment. visibility without connection is just noise. so before your next product launch, ask yourself: who exactly are we serving? what do they actually care about? how well do we truly understand them? because when you get this right, selling isn’t even selling. it’s just delivering what your audience has been waiting for. brands aren’t entitled to attention. they have to earn it. so, who are you really building for? because in this new world, that’s the only question that matters.

Everyone wants to grow fast, grow the audience, automate the funnel, hit 100K followers, and get featured on the next big podcast. That’s the game most people are playing right now, speed over strategy, clicks over connection. But somewhere in that sprint, people stopped asking the better question: 🟠 What are you actually building? Because followers don’t equal trust, and automation doesn’t mean anyone cares. You can have all the visibility in the world, but if your audience doesn’t believe you, it won’t move the needle. I’ve seen brands get loud, fast, and fizzle just as quickly. Remember in 2002, when CNN tried to launch CNN+. They spent over $300 million, launched with a media empire behind them, and shut it all down in less than 30 days. That kind of crash doesn’t happen because of bad branding; it happens when trust and connection are an afterthought. They built a product. But they didn’t build a relationship with the people they were trying to serve. Real growth looks different. It’s built through intention. It’s earned by showing up consistently and giving people something real. It’s not the clever one-liner that goes viral. It’s the honest post that makes someone stop, think, and come back next week for more. You don’t need to move faster; you need to move with purpose. Visibility comes and goes. But the people who trust you? They’ll stay. #ContentStrategy #Branding #Marketing #SocialSelling #Leadership

If you think getting followers means getting clients, you're missing the point. I see this all the time with financial advisors and coaches. 👉🏻 They focus on growing their follower count. 👉🏻 Then they wonder why their DMs stay empty. 👉🏻 And their calendars remain unfilled. I use a process called H.A.N.D in my own coaching business. Here's a step-by-step guide on how you can use it 👇 1️⃣ Hook → You need to catch their attention first. → Create content that stops the scroll → Share stories that resonate with their struggles → Ask questions that make them think Remember: attention won doesn't mean attention converted 💡 2️⃣ Add Value → This is where most people drop the ball. → Share actionable insights they can use immediately → Teach them something new in every post → Give away your best stuff for free Educational content builds expertise and knowledge 💡 3️⃣ Nurture Relationships → Here's the secret sauce: hand-holding. → For every 10 people who notice you, maybe 5-6 will let you guide them → Respond to comments personally → Share more value in your replies Trust is built through consistent expertise, not one-off posts 💡 4️⃣ Deliver Results → Now you can make the ask. → Your audience already knows your expertise → They've experienced your value firsthand → The trust foundation is solid Converting feels natural, not pushy I've built a 7-figure coaching business using this exact process. 🔑 The key? Most people skip straight to the sale. But trust takes time to build. ✅ Hand-hold your audience. ✅ Give them value. ✅ Show them you care. What's your biggest challenge building trust online? Let's discuss in the comment 👇🏻 #contentstrategy #growthmindset #personalbranding #socialmediastrategy #businessgrowth

(If you don't like LONG posts, you won't like this one... avoid) I've coached 100s of Founders. Written for more companies than I care to count. The ONE golden thread that kept all of them stuck is... They can't bridge the disconnect between identifying who you (individual or company) are and what your brand is and being able to communicate that through content. Because they can’t, they resort to “here’s how much I know” type of content that gets drowned out in the market. They assume because Grant Cardone, Alex Hormozi, Codie Sanchez are pumping out all this value-based content that’s why people follow them. That’s incorrect. They follow them for the resonance they create with their audience. (And the repulsion, too) Let’s create some absolutes when it comes to clients converting on content: 1️⃣They need to know the probability of an outcome You must create/share content that makes them feel like working with you creates outcomes. Knowledge doesn’t create outcomes. So, sharing MORE knowledge isn’t the way to go here. Sharing your EXPERIENCE, your wins/losses, lessons learned, hard battles fought, Gordian knots unraveled, etc will create that feeling. 2️⃣They need to trust you What is trust? How do we build trust? Trust is almost irrational. Think about it, it’s a silent agreement with a stranger (or those we know) to trade our safety (which is what our brains are wired to do) by lowering all our defense systems to allow someone or something to come inside our safe space and could either make things better or worse. So, sharing more knowledge (i.e value) isn’t how we build trust. We do this by being personable, creating reciprocation, by showing social proof (“oh, someone else used that person and survived” “oh, someone like me verified them, for me”) and creating stories that get people to trust us. Why do you think social proof works? Because someone vetted them FOR you. Why do you think being personable works? Because it fosters a sense of connection and relatability. 3️⃣Social Identity Theory Read: "Social Identity and Intergroup Relations" by Henri Tajfel. Folks get a sense of identity and self-esteem from the groups they belong to. (We’re still pack animals, ya know) When someone resonates with a personal/company brand, they may see it as an extension of their identity or aspirational self. Fastest what to trigger this? Create content that shares your values, your opinion, your life philosophy. But, Doug… I’m just selling B2B services, who cares? You are NOT selling JUST B2B services. This is social media. The entire thing rests on your ability to be social with your content You’re not winning deals on your knowledge. (i.e. how much value you give) You’re winning deals on your resonance. (i.e. your brand) Creating resonance is how you create pair bonding and neural connection. Which… sounds like a lotta woo-woo. Means I'm entering gooroo territory. I'll get off here, partner.

Building an audience is easy. Keeping them? That’s the real work. Relationships—whether personal or professional—need nurturing to grow. Content works the same way. It’s not just about getting attention! It’s about earning trust and staying relevant. Too many entrepreneurs focus solely on brand awareness. But awareness alone doesn’t lead to results. The shift from simply attracting an audience to truly nurturing them is where the magic happens. The right platforms make all the difference: → Facebook and Instagram for engagement and authentic storytelling → YouTube for educational, long-form value → Blogs to showcase expertise and thought leadership → EMAIL (still the most personal and powerful way to connect) Effective content keeps your audience engaged: 1️⃣ Provide solutions to their biggest challenges 2️⃣ Share actionable tips they can implement immediately 3️⃣ Help them dream, plan, and visualize what’s possible 4️⃣ Create mini-series for bite-sized, consistent value 5️⃣ Add a local, relatable element that feels personal Consistency matters more than complexity. The goal isn’t to be perfect but to stay present and provide value. Showing up regularly builds trust, and trust is the foundation of every loyal customer, referral, and repeat client. Staying relevant and valuable will keep your audience connected—and ultimately, that’s how businesses grow 🏆 #Business #Marketing #Entrepreneurship #Trust #Growth

Want to build an audience that actually trusts you? Stop chasing shiny new platforms (and why you should focus on podcasts instead): After creating content for over a decade, I realized chasing engagement on every new platform was the wrong formula. Fixating on likes and views overlooks the deeper connection that builds a loyal audience. There's a far better predictor of success: trust. Podcasts, with their intimate audio format and long-form conversations, outperform other platforms at building genuine relationships with your audience. In my content strategy, I care more about authenticity than virality. You need an audience invested in you for the long haul. That starts with trust. Short-form content wasn't my secret sauce. Consistently sharing my expertise and insights was. I care way more about depth than shallow engagement. Give me an hour of meaningful conversation over a thousand likes any day. I want to foster a community, not just a following. People who: • Feel like they know me personally • Value my unique perspective • Trust my recommendations Creating is 1000x more fun with a loyal community that supports each other. I also want listeners who are open-minded and curious… …yet who also have the humility to understand that there’s always more to learn. One of my favorite podcasting tips: "Be yourself and share your genuine thoughts and experiences." Normalize vulnerability. Generic content stifles connection. Diverse perspectives breed loyal listeners. You want to foster a space where open communication and feedback are encouraged. I tell my audience: “Disagree often and debate respectfully, but stay connected through shared values." And for seamless engagement, community is key. See how well your podcast sparks conversations, fosters connections, and creates a sense of belonging. Can you make your listeners feel heard and valued? The ability to empathize and communicate unlocks true community. Viral trends are overvalued. I want an audience who trusts me, values my expertise, and wants to grow together. United by a shared passion, my community of listeners will outperform any number of casual followers. As Maya Angelou said: "People will forget what you said, people will forget what you did, but people will never forget how you made them feel." Focus on the right kind of connection. #content #podcast #marketing — Enjoy this? ♻️ Repost it to your network and follow Scott D. Clary for more. Want more systems for success? Join our community of 321,000+ subscribers today: newsletter.scottdclary.com