Is it Still Relevant or Outdated?

The other day I was in Abbotsford recording a quick promo blurb for an upcoming talk I’m doing for the Executive Presence series.

My talk will be on brand positioning geared toward entrepreneurs and I had the blurb written out, which I rehearsed in the car while driving.

But interestingly, I kept changing the words!

I originally wrote: “This session will help you understand what branding really is and how to use brand positioning to gain trust, likeability, and raving fans so you can get what you want out of your business.”

But I kept finding myself reverting back to the good old, “know, like, and trust” factor that I’ve been espousing for years.

So it ended up being something like, “This session will help you understand what branding really is and how to use brand positioning to gain the ‘know, like, and trust’ factor so you can not only attract but convert your ideal clients.”

This reverting back to my old habits had me wondering.

Does that phrase still work? Not only have I said it many times over the years, but many other marketers and coaches have, too.

Has the meaning been lost from all this repetition?

Is it time to find a new catchphrase that will have a bigger impact, and be more meaningful and relevant?

How many times have you heard, “know, like, and trust” since becoming a business owner?

Has its importance gone by the wayside with the sheer repetition of it?

To find some answers to my musings, I conducted a Google search to see what others had to say, and it didn’t disappoint!

Here are some titles of articles I found:

• “The Abject Mediocrity of ‘Know, Like, and Trust'”
• “How the ‘Know, Like & Trust Factor’ is Limiting Your Success”
• “People buy from people that they ‘know, like and trust’​ right? Not any more!”
• “Why Getting People to Know, Like and Trust You Isn’t Enough”

Yikes!

So much negativity toward a saying that’s been around for years!

It makes me wonder what other catchphrases I unknowingly repeat over and over again that should be thrown into the trash and replaced with something more relevant to how businesses need to market today.

Ones like “attract your ideal client” or “get visible in front of your target audience.”

I quite like the original phrase I wrote in that blurb, “gain trust, likeability, and raving fans”. But will I remember to use it the next time I’m referencing brand positioning fundamentals?

Now I’m kicking myself for using that “know, like, and trust” phrase in the recorded message. Oh well, I hope it doesn’t completely fall on deaf ears!

What do you think?

Should we get rid of the “know, like, and trust” factor once and for all?

What phrases do you hear so often that they’ve lost their meaning and you ignore them?

About the Author, Susan Friesen

Located in the lower mainland of B.C., Susan Friesen is a visionary brand strategist, entrepreneur, and founder of British Columbia’s premiere boutique web development and digital marketing agency, eVision Media.

With over 20 years of experience in the industry, she is an expert in helping businesses establish their online presence and create a strong brand identity.

Her passion for empowering entrepreneurs and small business owners to succeed in the digital world has earned her a reputation as a leading authority in the branding and marketing industry.

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