UnMarketing: Stop Marketing. Start Engaging.

Understanding the True Hierarchy of Buying and Building Trust

Imagine a pyramid, not just any pyramid but one that represents the path customers take when deciding to buy from a business. At the very top are your current satisfied customers, the people who already trust you and have experienced your product or service. They are your easiest sales because the trust has been earned and the relationship built. Just below them are referrals, the gold standard of marketing, where someone trusted recommends you to others. This is powerful because it leverages existing trust to create new trust. Next come those who know you but haven't yet purchased; they are familiar with your brand and have a foundation of trust, but the timing or need hasn't aligned yet. Then there are recognized experts, people who have positioned themselves as authorities in their field, drawing attention and respect from potential customers. Lower down the pyramid are those who find you through random searches or ads — they don't know you or anyone who knows you, so price often becomes the deciding factor. At the very bottom are cold calls, where you interrupt people who have no prior relationship with you, often resulting in annoyance and low success rates.

Focusing your marketing efforts on the upper levels of this pyramid is where the magic happens. Investing time and resources to build relationships and trust leads to sustainable business growth. This understanding challenges the common practice of chasing quick sales through cold calls or mass advertising, which often wastes resources and alienates potential customers.

Now, let's talk about the trust gap — the invisible but very real distance between you and a potential customer. It's not just about price or offering free trials; it's about emotional safety. For example, in service industries, inviting someone into their personal space or business requires a leap of faith. Simply removing cost barriers doesn't address this gap. Instead, consistent engagement, sharing helpful tips, and building genuine connections help bridge this divide.

Consider the analogy of stepping closer to someone who is two miles away. Offering a free consultation is like taking one step forward while the customer is still miles away in their trust journey. You need to meet them where they are, nurture the relationship, and gradually close that gap.

In this light, marketing is not a department or a task but every interaction you have with your customers — from the way your employees greet them to how you respond to their concerns online. Every moment is an opportunity to build or break trust.

As we move forward, we'll explore how social media becomes a powerful tool to engage authentically, build social currency, and position yourself as an expert in your field. But first, let's reflect on this foundational insight: marketing is about relationships, and trust is the currency.

Now, with this understanding of the buying hierarchy and trust gap, let's dive into how social media transforms these concepts into actionable strategies.