Trust Based Marketing Tips I Learned from Dan Kennedy

Today, I want to share some tips on trust based marketing.

These are some helpful quotes I found in Dan Kennedy’s awesome book “No B.S. Trust Based Marketing.”

I should tell you that I am a HUGE fan of Dan.

His mentorship has had more impact on my businesses than anyone else.

When he speaks, I listen.

He is one of the most respected marketers in the world.

Trust is a VITAL part of business.

Without trust, there is no long-term business.

It is often overlooked for the quick dollar and that is a huge mistake.

If you want to build a viable, successful, long-term business, building trust with your customers, employees, investors, and prospects should be a HUGE priority.

This book will help you do that.

The wisdom that Dan shares is priceless.

My list of the top 21 quotes from the book are listed below in bold and italics.

After each quote I will share my own two cents on the topic.


# 1 You can get laid with lust.  But you get married and stay married with trust.

Lust will only get you so far in life.

The initial excitement almost always fades, and normally rather quickly.

Once the excitement is gone, you need trust to build anything that will last.

# 2 I’ve long believed in business that, rather than get customers to make sales, it is smarter to make sales to get customers.

The single greatest expense for most businesses is customer acquisition.

Most businesses lose money to acquire a new customer and then hope to recoup some of that marketing expense with repeat sales to the same customer.

# 3 Income tends to get spent.  Equity accumulates and converts to wealth.

Income comes and goes.

The real measure of wealth is the amount of months you can live without working.

The real purpose of building a business is so that you can sell it one day.

# 4 Most business people are often tactical, rarely strategic.  

As an entrepreneur, it’s your job to do the strategic work.

You must focus on the big picture.

You must be the visionary.

Plus, you can hire other people to do the tactical work.

It’s your job to work on your business, not in it.

# 5 Most people are quietly, privately frightened by just about everything in their lives and every decision they make.  Don’t take it personally.  People have shockingly little confidence in themselves.

Most people have worthiness and confidence issues.

You need to know that when you are marketing to people and when you are dealing with people.

# 6 Success hardly ever comes via entitlement.

There is no successful victim.

The only thing you are entitled to is an opportunity.

What you do with it is up to

# 7 I can’t think of a bigger handicap in selling than to be seen as, perceived as, thought of, or felt as another salesman.  

Your job is to be thought of as an adviser, not a salesperson.

As Dan says, “you want to be the welcomed guest, not the uninvited pest.”

# 8 Salesman has products.  The consultant has solutions. 

You are really in the solution business.

It’s your job to find out what your prospect wants and then show them how your product or service helps them solve that problem.

People buy what they want not what they need.

# 9 But the customer doesn’t really want to be the king.  The customer wants to find the person who is the best at what they do and hire them to be their king.

Everyone wants to do business with the person who is best at what they do.

# 10 There is no more essential a tool of authority than authorship.  

The quickest way to become an expert at something is to write and publish a book about it.

# 11 You choose only based on what works best in meeting your objectives.

It doesn’t matter what you like or don’t like.

It’s about what works and what your prospect wants.

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# 12 You need to be very clear about the kind of client you want, in mind-set terms, not just in factual or statistical terms.  You then need to create your trust relationship with that client in the ways that are preferred and valued by that client, and that serve your own interests most productively. 

If everyone is a potential customer, no one is a potential customer.

To work smart, you must determine your ideal prospect and then focus your marketing efforts on reaching people in that demographic.

# 13 The more we’re exposed to something or to someone, the more we trust it or them.

Good marketing provides multiple exposures until the message is embedded into the prospect’s subconscious mind and they accept it as their own or believe in it.

# 14 Everybody is unconsciously looking for the like-minded or comfortably similar folks to huddle with.

We all like to belong to tribes of people who are similar to us. 

# 15 Establishing your authority is something that should be done in each sales presentation – regardless of how big or little you are.

Establish your credibility and expertise and show people WHY they should do business with you and not someone else.

# 16 The higher up the income ladder you climb, the more you find the people there are being paid more for who they are, not for what they do.  

People buy YOU, not what you are selling.

Successful people understand that and they do everything they can to increase their value.

# 17 Hearing something said one thousand times in not as convincing as seeing it once.  

Most people are visual learners.

Whenever you can do a demonstration it will be much more effective than just talking to the prospect, or explaining it.

# 18 I have noticed, by the way, that every great salesperson I’ve had to make presentations to me at some point gets a legal pad, sheet of paper, or even a napkin and creates information for me.  

Great salespeople keep it simple.

They do the personal touch.

# 19 Nothing is more fascinating to most people than themselves.

Get people talking about themselves.

It’s the quickest way to win a friend.

# 20 No human desire exceeds the desire to be understood.

Listen to people.

Show a genuine interest in others.

# 21 Referrals are always strongest when they come from a person of power or influence.

When someone with influence and credibility gives you a referral, it is much better than just getting one from an ordinary person.

About Dan Kennedy

Dan Kennedy is quite perhaps the world’s most respected marketer.

He is also a successful author, consultant, speaker and trainer.

He has personally mentored many of the world’s top marketers.

Buy the Book

About the Book

This book was published in August 2012 by Entrepreneur Press.

It comes in paperback and Kindle format.

The book features 240 pages.

The ISBN is 978-1599184401.

It has 35 reviews on Amazon with an average 4.3 star rating, as of March 2016.

The book is co-authored with Matt Zagula.

Final Thoughts

There you have it folks.

These are my favorite trust based marketing tips I learned from Dan Kennedy is his great book “No B.S. Trust Based Marketing.”

Which quote on this list was your favorite and why?

Leave a comment below to let me know what you think.

I look forward to hearing from you.

Have a great day.

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Chuck Holmes


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2 thoughts on “Trust Based Marketing Tips I Learned from Dan Kennedy

  1. Greg Boudonck

    Dan offers some great information and tips that we just do not see in other books. Or, he actually says it in an easier and more understandable way. I especially like #18. We sometimes just need to “draw it out” for people. We need to be willing to be patient and show the way.

    Sounds like a great book Chuck.

    Thanks for sharing.


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