Want More Readers? Use the Know-Like-Trust Principle
KLT is a natural law in the business world — and in writing, too
There are plenty of tactics for growing your audience of readers and your stable of freelance writing clients. But the underlying principle is this: Know-Like-Trust.
It’s also called the KLT Factor. And it’s a natural law in the business world.
Marketing expert and author Bob Burg coined the “Know Like Trust” phrase in his book, Endless Referrals. It goes like this: “All things being equal, people will do business with, and refer business to, those people they know, like, and trust.”
- If you’re a blogger, you want people to do business with you by reading and engaging with your content.
- If you’re a freelance writer, you want people to do business with you by hiring you to write for them.
- If you’re an author, you want publishing houses to do business with you by awarding you book contracts.
Which means that if you’re a writer, you want people to know, like, and trust you. Because you want them to read your words — and in many cases, pay you to write those words.