Signal | Issue #3: 70% of Your Customers Have Trust Issues. Let's Talk About the Signal.

Signal Insights + strategies to help established and aspiring founders + entrepreneurs scale smarter, fix inefficiencies, and redefine growth as a lifestyle. The EVOLVRS HQ team would like to thank today’s sponsor, The Women’s Center for Economic Opportunity (WCEO).

What’s in Store

1/ Why Trust is the New Competitive Advantage Why trust is more critical than ever in today’s business landscape, and how it drives customer loyalty and brand growth.

2/ The Women’s Center for Economic Opportunity—A Pillar of Empowerment How this Columbus-based organization is changing the game for women entrepreneurs and the vital role of community in fostering trust and success.

3/ Why Podcasting is a Trust-Building Superpower The unique ability of podcasts to create genuine connections with audiences, humanize brands, and build lasting trust.

4/ Actionable Steps to Build Trust Through Storytelling How to leverage storytelling, authenticity, and consistency to foster trust in your brand and with your customers.

5/ This Week’s Signal Reflection questions to help you assess whether your brand’s actions align with its promises and values.

Quick Note

Hey there,

The other day, I found myself sitting at my desk, coffee going cold, wrestling with a familiar question: “What do customers really care about?” Price? Convenience? Quality? Sure, those things matter. But the more I thought about it, the clearer it became: above all else, customers want trust. And trust is the ultimate currency in business.

Trust is more than just delivering a great product or service; it is your #1 product or service. It’s about creating meaningful connections, being consistent in your actions, and showing your audience that they can rely on you?—?not just once, but over and over again. That’s what keeps them coming back, referring their friends, and even forgiving you when things don’t go perfectly. This week’s newsletter dives deep into why trust is a game-changer for entrepreneurs and how podcasting can be your secret weapon for building it.

Speaking of trust and community, I want to give a special shoutout to The Women’s Center for Economic Opportunity (WCEO), headquartered in Columbus, Ohio. If you’ve been following along, you know I’m a proud Buckeye. (Also, how about that W for the Ohio State Buckeyes in the College Football National Championship? It’s moments like these that make being from Columbus so special! ??)

But…back to the whole point of this newsletter: WCEO is kicking off their “Make Your Mark” Bootcamp TODAY(!), helping women entrepreneurs build six-figure businesses. I’m honored to be a guest speaker at the event, discussing podcasting as a marketing tool.

Led by their incredible founder & CEO, Keena M. Smith, MPA, WCEO is more than an organization; it’s a movement to empower women to thrive. Their workshops, accelerator programs, and events are reshaping the landscape for women in business. If you’re in the area or know someone who could benefit from their resources, I highly encourage you to check them out! They’re doing transformative work, and I’m so proud to partner with them.

Let’s break it all down…

1/ Why Trust is the New Competitive Advantage

In today’s world, trust is everything. Customers have more choices than ever, and the brands they stick with aren’t just the ones with the lowest prices or the flashiest ads?—?they’re the ones they trust. Trust drives loyalty, word-of-mouth referrals, and long-term growth. And here’s the thing: you can’t fake it. Trust is built on consistency, authenticity, and transparency, or what I like to call…CAT. (easy to remember!)

To earn that trust, brands need to do more than just deliver on their promises?—?they need to go the extra mile. Think about brands like Patagonia, which doesn’t just talk about sustainability but actively builds it into every part of their business model (supply chain included). Customers see that and know it’s not just lip service. For entrepreneurs, the takeaway is clear: trust starts with action, not words.

2/ The Women’s Center for Economic Opportunity—A Pillar of Empowerment

WCEO is a perfect example of how trust and community go hand in hand. Based in my hometown of Columbus, Ohio, this organization is dedicated to empowering women entrepreneurs. Through workshops, events, accelerator programs, and more, WCEO provides the tools and support women need to succeed. Their “Make Your Mark” Bootcamp is just one example of how they’re creating spaces where ALL women can thrive.

What makes WCEO special is their ability to foster trust within their community. By providing actionable resources and creating safe spaces for women to grow, they’ve built a network that goes beyond business. It’s about empowerment, connection, and creating a ripple effect that benefits everyone involved. I’ll be speaking there later this week, on Saturday at 10:30 am EST, and I’m thrilled to be part of their mission. If you’re a woman entrepreneur, this is the kind of community that can make all the difference. And the best part? The 3-day conference is also VIRTUAL! Click the link below to register, join my masterclass, and listen to the many other business leaders and experts! I also have a guest pass available! So, if you're **really** interested in joining the conference, send me a DM!

3/ Why Podcasting is a Trust-Building Superpower

Podcasts are one of the most powerful tools for building trust. Why? Because they’re real. They’re unscripted, authentic, and deeply personal. Think about your favorite podcasts. Chances are, you feel like you know the host?—?like they’re a friend. That’s the magic of podcasting. It lets you connect with your audience in a way that other mediums simply can’t.

When people hear your voice, your story, and your passion, they’re more likely to trust you and your brand. Podcasts allow you to be vulnerable and open, sharing not just your successes but your challenges and lessons learned. This kind of transparency is what sets podcasts apart and why they’re such a powerful trust-building tool.

4/ Actionable Steps to Build Trust Through Storytelling

So, how can you build trust in your own brand? Here are a few steps:

• Be Authentic: Share your story, including the struggles and failures. People connect with vulnerability, not perfection. Don’t be afraid to show the human side of your business. Remember, 70% of customers have trust issues.
• Lead with Value: Focus on educating, entertaining, or inspiring your audience. Show them you care about more than just making a sale.
• Be Consistent: Show up regularly. Whether it’s through a podcast, blog, or social media, consistency builds reliability.
• Engage Your Audience: Invite feedback and create a dialogue. When your audience feels heard, they’re more likely to trust you.

Remember, trust isn’t built overnight. It’s a continuous effort that requires intention, consistency, and care.

5/ This Week’s Signal

This week’s signal is simple yet profound: Trust is the new currency for sustainable success in today’s business landscape. It’s what makes customers loyal, turns audiences into advocates, and drives long-term growth. And here’s the takeaway: trust can’t be bought, borrowed, or faked. It’s earned, day by day, through consistency, authenticity, and transparency (CAT for short).

As an entrepreneur or leader, every move you make sends a signal to your customers, team, and community. Are you keeping your promises? Are your actions aligned with your brand’s values? Are you consistently showing up in ways that build trust?

This week, your challenge is to reflect on the trust signals your business is sending. Evaluate where you’re delivering, where you’re falling short, and how you can take actionable steps to strengthen those connections.

Take 15 minutes this week to reflect on how your brand is building trust. Ask yourself:

• Are you delivering on your promises?
• Do your actions align with your brand’s values?
• Are you showing up consistently for your audience?
• What steps can you take to foster deeper connections with your customers?

Remember (and yes, I’m repeating this): building trust isn’t a one-time effort. It’s a continuous process that requires authenticity, consistency, and a genuine commitment to your audience.

Till next time,

Kala

About Signal Signal delivers insights and strategies to help founders and entrepreneurs scale smarter, fix inefficiencies, and redefine growth as a lifestyle.

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Each week, we decode one key signal your business—or your team—is sending, so you can act on what matters most.