SPI 926: Take This Test to Beat the Trust Recession and Win Big

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 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. This was 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?

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