MORE LEADS WON’T CONVERT WITHOUT TRUST
Trying to grow your business? Trying to sustain your business with enough customers? Not sure which advice to take?
There will be a lot of marketing information out there saying you need to do a lot of things. But what you should really be doing is understand where you are currently standing, before investing in more marketing tactics.
The Trust Strategy seeks to answer 2 questions: What will your prospects find when they are looking for you? And will their confidence grow to make the first call?
83%
of B2B buyers would self-research before calling your sales team.
– Reddit X SurveyMonkey, 2026
The Six-Step Trust Strategy Framework
The Trust Strategy Framework is created from over 25 years of experience and understanding why and how people decide to buy anything. It starts from knowing who is already buying from you, who trusts you, why they trust you, and only then discover how you can use the trust you have already earned to build a strategy across your buyers journey to make sure that your prospects clearly see why they can trust you.
1
Understanding where you stand
We become your customer and see how much of what we see makes us confidence to engage with you.
2
Understanding why your clients chose you
Why do your clients love working with you? This isn’t a nice-to-have story, it’s your real USP and your strongest trust signals.
3
Finding the emotional and financial stakes underneath it
What’s at stake for your clients if you don’t get it right for yuor clients? These are probably the same emotional or financial fears your prospects have.
4
Auditing how your trust is being communicated
How is any of the previous steps presented to your prospects? These 4 steps represent the key diagnostic for the Trust Strategy Framework.
A complete and honest picture on what’s working and what’s not.
5
Building your Trust Strategy
We bring it together into a clear plan, to fix where trust needs to be surfaced to reduce the purchase friction and so reduce sales cycles.
6
Bringing together the right team to execute your strategy
We bring in the right specialists where needed, like SEO, web design, paid ads, video production so the strategy actually gets executed as one cohesive whole, not multiple disconnected efforts.
Use the Trust in your business has built, and your reputation to reshape your sales funnel and make it easier for your prospects to choose you.
Your Buyer’s Journey
Your prospect’s journey to a purchase decision is no longer a straight line. Just think of your last large purchase. Was it a simple journey to decide? How much back and forth did you do to make sure you are getting the most bang for buck?
That’s why the Kotler’s 5 A’s is a much better description of a buyer’s journey.
Trusted sources feedback down the decision circles to boost confidence in your buyer, at each step that they will take.
Ready to Start Marketing with Trust?
The Trust Diagnostic will help you understand why and where your prospects stumble when they are researching into your business. Then you can use the right tactics to improve their journey to you.
The Trust Diagnostic: $489 + GST
Proof, Not Promises
Ailsa Page has spent 25 years as a marketing specialist and written three books on the subject. When she set out to rebrand herself as an MC, host, and speaker, she knew exactly what she wanted to say — getting it into a script that worked was the sticking point. We sent her a set of practical questions to work through, then collaborated from there, unblocking the process rather than just producing the end result.
"Where you get really good value is when people can help you move further than you can on your own. And that's what you did."
TierONE knew their clients respected them. What they didn’t have was a story that proved it. No marketing strategy, no clear idea of what to say or who needed to hear it. We sat with their team, found the moments that actually mattered to their clients, and built a case study around what TierONE’s culture genuinely delivers — not what a brochure would claim.
Result: Five years on, that case study is still doing the work it was built for.
Circle Back Initiative knew exactly what they stood for and why it mattered. What they didn’t have was the language to make other people feel it too. We worked through what needed to be said, when, and how — turning a strong mission into a story other people could actually act on.
Result: Greater awareness, clearer messaging, and more organisations signing up to the initiative.
"We had a sense of what we wanted to say, but not necessarily the right way of saying it. Francis's expertise really helped to crystallise that into something we're really happy with."
Why I Do This
I started in documentary filmmaking. You learn fast there that a good story doesn’t just look good. It needs to move people, and change how they see something.
When I moved into marketing video, I noticed many clients cared more about how a video looked than whether it actually worked. So I started asking different questions. What’s the real outcome you need? What’s stopping your prospects from saying yes right now?
Most businesses couldn’t answer that. Not because they didn’t have the answer… but because the answer wasn’t sitting in a script. It was sitting in the trust they’d already earned, with clients who already knew it, that nobody had ever shown to the people who hadn’t bought yet.
That’s the part most people miss. They think the job is to create something new. Most of the time, it’s to go and find what’s already there, and put it where someone who hasn’t bought yet can actually see it.
So that’s what I do now. I run a Trust Strategy consultancy. I diagnose where trust isn’t surfacing, then coordinate the specialists who build the fix.
Founder, Fantestimonial
Ready when you are…
