What if I told you that right now, as you are listening to this, your potential customers, your subscribers, your followers, they're actively looking for reasons not to trust you.

Here's a crazy stat that should be a little worrisome, especially if you have a running business already.

And that is, according to 2024's Edelman Trust Barometer, only 32% of people trust businesses to do what's right, and that is down from 58% just five years ago. It is going down. But here's what's even more shocking, and this is something I discovered in my own business recently after speaking with a few people. Your audience is spending more time researching whether they can trust you than they are

consuming your actual content. Unless they are actively involved in your community and they've

gotten over that trust hump, if you want to call it that, they're looking for reasons not to trust you.

They're not just deciding if your product is good. They're deciding if you are real. And when it comes to you top of funnel, having yourself be introduced to people for the first time, this is really important to understand. This is where a lot of growth doesn't happen because we're not thinking about this. I recently ran a live event, and this was a smaller live event. It wasn't for card party or anything like that.

So it's just still business related. And it was for a small group of people. And we sent some

emails out to specific groups of people on our email list, people who were even already subscribed,

right? And one of those people told me that, because they were fairly new to my brand at the time,

that they had spent over three hours diving into my older content,

my social media, looking to see reviews about working with me and other live events that

I've hosted before. That is crazy, right? They spent three hours to decide if they could trust me.

And here's the thing. I've been doing this for 18 years. I have millions of followers,

thousands of testimonials out there, and a track record that speaks for itself yet i was still being scrutinized

so if somebody like me is being scrutinized that intensely what does that mean for you we're living

in what i've once heard called a trust recession and if you don't understand what's happening

and more importantly how to navigate

it, your business, what you are creating could be in serious trouble. But there is good news here.

And that's why we're talking about this today. While everyone else is struggling to build a trust,

while trust goes down because of AI, because of experiences other people have had, because of other

people who are taking advantage of those who are just getting online for the first time. This is not good. There are people out there

who are going to dominate. And I want that to be you. You're going to win customers, build communities,

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