The TRUST Formula
How to Get Customers to Buy Instantly
🔹 Introduction
Customers buy from businesses they trust. The TRUST Formula helps you build credibility, eliminate doubt, and create a buying experience that makes customers say “yes” with confidence.
🔹 What Is the TRUST Formula?
The TRUST Formula is made up of five core elements:
✅ T – Transparency (Be open about your process, pricing, and promises)
✅ R – Reputation (Use testimonials, case studies, and social proof)
✅ U – Understanding (Show customers you truly understand their needs)
✅ S – Simplicity (Make buying easy and friction-free)
✅ T – Time Sensitivity (Create urgency without pressure)
Let’s dive into each element.
1️⃣ T – Transparency: Be Open & Honest
Trust begins with honesty. Customers are skeptical of businesses that hide information.
How to Build Transparency:
- Clearly display pricing and policies.
- Be upfront about limitations or potential downsides.
- Show behind-the-scenes insights into your process.
Example: A web designer openly shares a detailed pricing breakdown and timeline for projects, reducing uncertainty.
Action Step: Find one area where you can improve transparency in your business.
2️⃣ R – Reputation: Let Others Speak for You
People trust businesses that have proof of past success.
How to Build Reputation:
- Collect and showcase testimonials.
- Display logos of past clients or partnerships.
- Encourage satisfied customers to leave reviews.
Example: An online coach displays success stories from past students, highlighting specific results they achieved.
Action Step: Gather at least three testimonials and add them to your sales page or website.
3️⃣ U – Understanding: Show You Know Their Pain
People trust businesses that “get” them.
How to Show You Understand Your Customer:
- Use their exact words when describing their problem.
- Create content that speaks directly to their struggles.
- Offer personalized solutions instead of one-size-fits-all.
Example: A fitness trainer creates a blog post titled “How to Lose Weight Without Giving Up Your Favorite Foods,” speaking directly to a common frustration.
Action Step: Write a short paragraph that describes your customer’s problem in their own words.
4️⃣ S – Simplicity: Make It Easy to Buy
A confusing or complicated buying process kills trust.
How to Make Buying Simple:
- Remove unnecessary steps in checkout or onboarding.
- Use clear, direct calls to action.
- Offer multiple, easy payment options.
Example: An online course creator reduces the checkout process to a single-click purchase with PayPal or credit card.
Action Step: Identify and eliminate one point of friction in your sales process.
5️⃣ T – Time Sensitivity: Create Urgency Without Pressure
People procrastinate unless they have a reason to act now.
How to Encourage Fast Action:
- Offer limited-time bonuses or discounts.
- Show real-time availability or stock limits.
- Use countdown timers or deadlines strategically.
Example: A consultant offers a free bonus session for anyone who signs up within 48 hours.
Action Step: Create a limited-time incentive for your product or service.
🔹 Quick Takeaways (Summary)
✅ T – Transparency: Be open about your process and pricing.
✅ R – Reputation: Use testimonials and social proof to build credibility.
✅ U – Understanding: Speak directly to your customer’s pain points.
✅ S – Simplicity: Make it easy for customers to buy from you.
✅ T – Time Sensitivity: Encourage action with ethical urgency.
