03/08/2026
So there’s this idea that I like to use with clients called the trust account.
Everything that a brand puts into the world, whether it’s an ad or an email or an interaction, is going to make a deposit or a withdrawal from the trust account.
And as the trust account balance goes up and up and up, their customers are more likely to buy.
Not only buy, but tell other people about their purchase and about their experience, which is going to then increase the chance of other people buying.
So family and friends, for example.
When that happens, a brand is no longer operating on an acquisition of every sale.
They’re not having to buy every sale through an ad, and this directly results in more profit.
So when you’re thinking about increasing your conversion, don’t think, “Spend way more money on ads.”
Think about, are you consistently depositing into the trust account?
