Everyone knows trust is the currency of professional services—but most firms are trying to earn it in the slowest way possible: one lunch/coffee/zoom chat at a time. In this episode, John and Mark break down how to scale trust using the Trust Equation, parasocial relationships, and modern content channels that build credibility, reliability, and intimacy long before a prospect ever speaks to you. If you want more pipeline without doubling your lunch budget, this one’s for you.Special guest appearance from Melina Palmer, host of The Brainy Business podcast, with perspective on parasocial relationships.00:00 Welcome01:20 Trust02:48 The Trust Equation10:00 Parasocial Relationship14:24 Reaction to Melina21:49 Next Steps22:15 Organize Your Thoughts23:05 Find a Vehicle For Your Authentic Voice25:23 Build A Habit Of Creating And Publishing26:59 Expand Beyond Your Core Channel28:35 Social Evidence30:54 Engage With Your Audience In Scalable WaysConnect with Melina on LinkedIn: https://www.linkedin.com/in/melinapalmer/Connect with Mark on LinkedIn: https://www.linkedin.com/in/markhwainwright/Connect with John on LinkedIn: https://www.linkedin.com/in/johntyreman/Learn more about the Trust Equation from Trusted Advisor Associates: https://trustedadvisor.com/Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

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