This ONE WORD Could Make You A Millionaire

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Ever wonder how some people seem to be able to make tons of money selling their stuff and others can’t get a single sale? There are TONS of factors, but after 15 years and over $30,000,000 online I can tell you the MAIN reason right now.

TRUST

The people who get the best results selling their own products have a system in place to help them generate TRUST (even if they don’t know it). Today I’m going to share EXACTLY how I create trust.

How do you get someone who has no idea who you are to trust you enough to give you money? It’s actually easier than you think…

The Trust Equation

Here’s a simple formula I’ve come up with that lays it all out:

Trust = (Time Spent x Value Provided) / Amount You Ask

Let’s break it down.

- Time Spent: You build trust by spending time with your audience. It doesn’t have to be a 1:1 coffee date, but it does mean consistently showing up, giving insights, and being present in their world. Think about every minute that someone watches your content… it’s an opportunity to GAIN or LOSE trust. If your content only ever pitches people or has big Call To Actions… you are likely not gaining trust.

We are SO LUCKY to live in todays incredibly connected world that allows you to spend time, ONE TO MANY. So you can make 1 video… post it on social… and it will get hundreds or thousands of views.

If you look here, these are two of my most popular Youtube videos and I BARELY have any subscribers on Youtube. Can you imagine making ONE VIDEO and having 35,000+ people see it? That’s incredible, and I’m super small potatoes in this arena.

- Value Provided: Each interaction is a chance to provide value. Whether it’s a newsletter, a YouTube video, or an Instagram post, you’re showing up with something helpful, interesting, or inspiring for them. Every piece of content should feel like a “thank you” for their time. If someone is going to give you 10 minutes… 20 minutes… 40 minutes of their time watching their content they should feel like they got more from it than you will.

Take an idea, something that works for you that other people would benefit from… and develop a strategy to share that with others for free. Give GREAT value… as often as you can.

- “Amount” You Ask: This is key. The more time you spend providing genuine value without immediately following it with an ask, the stronger your foundation of trust. If the only time you reach out is to make a sale, you’re playing the short game. Sure, you might see some quick wins, but the long game will always be tougher to pull off.

If you make 50 pieces of content, and all of them are asking people to “click the link” or “Comment below” you’ll be creating “Trust fatigue” and they won’t trust that you are actually providing value.

It’s like that uncle who only calls you to ask you for money. When he calls, you don’t answer because you don’t TRUST that he has anything to make your life better… he’s just going to ask for money from you.

Don’t be the untrustworthy uncle!

When you bring these elements together, your audience’s trust grows, and so does your business.

Content Is King

It’s no secret that the people on social media with the most rabid followings provide the most value and ask the LEAST of their audience. They’re sharing, teaching, and entertaining without a hard sell at every turn. People tune in because they feel like they’re getting something valuable in return for their time. Content like this does two critical things for you as a creator:

1. It introduces you to people in a way that feels natural, not forced.

2. It reinforces your authenticity every time they see you, hear you, or read your words.

Take YouTube, for example. A 30-minute video might showcase your expertise, personality, and willingness to help, all without a single ask. Just think about how much stronger a viewer’s connection is after watching several minutes of you genuinely teaching something valuable. No tricks, no gimmicks—just trust being built over time.

The same is true with newsletters, which is why I’m a fan. Every email you send is another chance to show up for your readers without asking for anything in return. Each “value drop” helps build a bridge of trust, so when the time comes to make an offer, they’ll already know you have their best interests at heart.

BEFORE we get into the 4 platforms you should be using to build trust… make sure you use that link below to SHARE THIS NEWSLETTER if you find any value in it. A simple share on Facebook, an Instagram Story, we would appreciate ANY sharing you do.

Four Trust-Building Tactics that Drive Real Results

What are the best “trust building” systems you could implement right now? Well… here are the 4 I see trending right now going into 2025.

1. Newsletters: Weekly Value with No Strings Attached

- Sending a weekly newsletter is like meeting up with your readers over coffee each week. Share insights, offer tips, tell stories, and show up without an immediate ask. The value stacks over time, and readers start looking forward to that consistent touchpoint.

- Pro Tip: Treat your newsletter like a value-packed conversation, not a megaphone for your agenda. Share actionable insights or relatable stories that resonate with your readers.

2. Content Creation (YouTube, Short-Form Video): Show Up and Share

- Content can be intimidating, but it doesn’t have to be perfect. Just start. Put out videos, even if they’re short clips, that provide useful information or a glimpse of who you are.

- Whether it’s a quick tip on Instagram Stories or a deep dive on YouTube, every piece you share is an opportunity to show up authentically. Think of it as building your "trust balance" with your audience.

- Pro Tip: There’s no “wrong way” to create if you’re focused on delivering value. Try different formats and listen to feedback. They’ll tell you what they love.

3. Webinars: Real-Time Connection for Maximum Impact

- Hosting webinars is a brilliant way to spend significant time with your audience in one go. You’re showing up live, answering questions, teaching, and sharing real insights. The best part? You get a full hour or more to provide straight-up value before making any offers.

- Pro Tip: Keep the sales pitch short and sweet. The longer you spend teaching and the less time you spend selling, the more likely attendees are to trust and remember you when they’re ready to buy.

4. Podcasts: Long Form, Unscripted Authenticity Is IN

- I LOVE podcasts and I think that we are seeing a huge shift in just how much value they provide. We recently had a Presidential election where one candidate did several UNSCRIPTED, unprepared, truly authentic major podcasts… the other candidate only did podcasts that were “safe” and would follow certain rules. One candidate would do 3 hour podcasts answering ANY question… the other only wanted 45 minutes and to answer hand picked questions. The candidate that was authentic and did long form displays won the election. We can’t say for SURE it was because of podcasts… but if you look at all of the evidence it seems to have moved the needle significantly. Podcasts are amazing and should be on everyones list.

- Pro Tip: DO NOT pitch on the podcast. If you can, don’t even talk about your product. You’ll clearly talk about your niche and how you help people, but you don’t have to tell people where to go. They will find you on social media and search you up.

Influencers Get This—Trust is Why They Can Influence

Every influencer you know has built their empire on trust. They might look flashy or even controversial, but at the core, their followers trust them. That’s why they listen, why they care, and why they buy. It’s the difference between seeing someone as a creator worth following and dismissing them as just another internet personality.

So, what can you take from this? People don’t just hand over their trust. You have to earn it by showing up, being real, and providing value without constantly asking for something in return. Do this enough, and you’ll find people are not only willing to listen but also eager to buy when the time comes.

Final Thoughts: Maximize Your Trust Equation

Spend time figuring out how to maximize your Trust Equation. How can you show up consistently? What value can you provide that’s so good they’d pay for it if they had to? And how can you balance the frequency of your asks to avoid wearing out the trust you’re building?

Forget the bells and whistles; focus on the basics. Show up, spend time, provide value, and ask only when it’s worth it. You’ll be shocked at how much more people will lean in, engage, and—ultimately—buy.

Until next time, see you at the top!

Travis Stephenson

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