Would you believe that one of the best ways to build trust in business is to get personal? 

 I know that sounds counter intuitive. If you’re a baby boomer or a gen X-er like me, you might have a hard time wrapping your head around this. We were brought up with the idea that there’s a business box and a personal box, and never the two shall meet! There was a firewall between our business lives and our personal lives.  

Fortunately, the face of business has changed.  

That way of thinking is completely outdated. See, it’s no longer enough to be the smartest person in the room. It’s no longer enough to be the person with the most experience or have the most letters after your name.  


Your clients want authenticity and transparency. They want more heart. They want more you. So, in today’s world, it’s critical to build trust more than anything.  

One of the ways you can build trust quickly, in just a matter of minutes, across all communication platforms, is for you to share a part of you. For you to get personal. The question is…how do you do that without oversharing? Without projecting any icky, TMI feelings?  

The answer is your Personal Brand WHY Story.  

Used as an asset in your business, this story conveys why you do what you do and why you care about helping your ideal clients. It’s unique to you, your life, and your business.   

As a result, it humanizes you, makes you relatable, and enables you to increase trust, connection, and likeability in three minutes or less.  

Crazy, I know! 

But don’t get it twisted; this story is not meant to make you look smart or show how awesome you are. It’s not a biography or a laundry list of credentials.  

As the adage goes, “People don’t care how much you know until they know how much you care.”  

It’s true—and that’s the goal of your WHY Story.  

When you stop talking about your credentials and start talking about why you do what you do, people respond.  

So much so, in fact, that your WHY Story should be the cornerstone of your marketing. You can use it in one-to-one meetings, educational presentations, on video, on your website, books, articles, blogs, social media, and the list goes on!  

It’s like adding lighter fluid to everything you do.  

Want to learn more about how to use your WHY story to quickly build trust with your clients? 

 Check out this episode from my Crazy Good podcast