In this episode of the “Know, Like and Trust Show” podcast, host Britney Gardner discusses the importance of setting expectations in order to build trust with clients. She emphasizes that under-promising and over-delivering is a key factor in building a strong “Know, Like and Trust” factor. Gardner also explains how content can be used as a filter to attract the right customers and set expectations. She shares a humorous example of complaints made by customers of Thomas Cook Vacations, highlighting the importance of understanding and meeting client expectations.

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Listen to this episode on:

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Highlights in this episode:

  • [00:00:31] Killing the Know, Like and Trust factor. 
  • [00:03:21] Selling trust. 
  • [00:06:50] Scaling One-to-One Businesses. 
  • [00:09:39] Money-back guarantees. 
  • [00:12:52] Setting boundaries and trust.

We’re going to delve into the timeless concept of under-promising and over-delivering, examining its significance through the lens of building Know, Like, and Trust. Join us as we uncover the power of setting expectations, the role of content as a filter, and the art of finding balance in exceeding client expectations sustainably.

Setting Expectations: A Crucial Element for Building Know, Like, and Trust

As a service business owner practicing online, effective communication and setting clear expectations with your clients are paramount. When you under-promise, you’re essentially managing expectations by being conservative about what you can deliver. This approach allows you to instill trust in your clients, as they appreciate honesty and reliability. By clearly defining boundaries and managing workloads, you create an environment that avoids burnout and fosters healthy client relationships. Remember, building Know, Like, and Trust is a journey that starts with setting realistic expectations.

the difference between a client and customer metaphorical drawing

Sell Trust, Not Products.

The concept of “sell trust, not products” is an important one for any business owner. In a world where it’s easy to be scammed, it’s essential to build trust with clients. (And please note, I said client, not customers!) This is especially true for service businesses, where the client is relying on you to deliver what they expect. The best way to kill your Know, Like and Trust factor is not living up to expectations.

Setting expectations is essential for any business. Onboarding, contracts, and content should all be used to set expectations. Content should be used as a filter, to ensure that you are attracting the right customers. It is also important to be realistic with expectations. 

Trust is the most important factor when it comes to converting clients. If potential customers don’t trust you, they won’t hire you. I credit Dave and Quin Cheung, wedding photographers I used to work with and learn from, with the idea that what they were selling was trust. They were selling the idea that when a couple gives them money, they will show up on the day they asked them to and deliver the photos they expect. It’s the same in any service business!

Trust is essential in any business. It’s important to set expectations, be realistic, and focus on delivering quality service. When customers trust you, they will be more likely to hire you and recommend you to others, knowing you’ll treat them well. Sell trust, not products, and you will be sure to have a successful business.

Key Takeaway:

Service businesses sell trust, not products, and they work with clients, not customers. It may feel like a small detail, but it makes a world of difference to those who know.

Content as a Filter: Attracting the Right Clients and Repelling the Wrong Ones

setting expectations

In today’s digital landscape, content plays a pivotal role in establishing your brand’s identity and values. But you’re a content rebel (i.e. you want to get clients online, you know the dangers of building your business on rented land, and you want to do content differently), and you’re not willing to take blind advice from the internet gurus still spewing the same information from 2013!

Utilizing content as a filter not only attracts the right clients but also repels those who may not align with your business philosophy. By openly discussing your values, boundaries, and approaches in your content, you actively build trust with your audience. This transparency allows potential clients to gauge whether your business resonates with their own values and needs. In essence, content becomes a powerful tool for attracting the right clients and cultivating lasting relationships based on trust and mutual understanding.

Over-Delivering: Striking a Balance Between Promises and Exceeding Expectations

The concept of over-delivering is often misunderstood, as it shouldn’t be synonymous with compromising boundaries or burning oneself out. Instead, it involves finding a delicate equilibrium between meeting commitments and surpassing clients’ expectations sustainably. By consistently delivering on your promises, you solidify your reputation as a reliable professional. Simultaneously, surprising your clients by going above and beyond occasionally demonstrates your dedication and genuine care for their satisfaction. Remember, over-delivering is not about sacrificing your well-being but rather finding creative ways to exceed expectations within the limits of what is feasible.

metaphorical drawing of content as a filter


As we conclude this enlightening episode of The Know, Like and Trust Show, we hope you’ve gained valuable insights into the art of under-promising and over-delivering. Setting expectations, utilizing content as a filter, and finding a sustainable balance in exceeding client expectations are all fundamental aspects of building Know, Like, and Trust. By applying these principles in your business, you can cultivate strong client relationships based on transparency, reliability, and a commitment to delivering exceptional value.

Thank you for joining us, and we eagerly await your thoughts on this article!

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Music by Michael De La Torre. Thanks, Mikey!