The Trust Edge: How to Get Customers to Say "Yes" with David Horsager

This Lean Marketing Podcast episode features an interview with David Horsager, an expert on trust, discussing his new book, "Trust Matters More Than Ever." The host and guest explore Horsager's eight pillars of trust (Clarity, Compassion, Character, Competency, Commitment, Connection, Contribution, Consistency), emphasizing their application in sales and marketing. Horsager provides practical tools like the "MRA" framework (Memorable, Repeatable, Actionable) for crafting clear marketing messages and "relevancy questions" ("So what this means to you is...") for engaging clients. The discussion also touches upon building trust online through credible references, video content, and consistent brand messaging. Ultimately, the podcast highlights the importance of genuine trustworthiness, emphasizing that lasting trust requires consistent effort and alignment with core values, rather than superficial tactics.