How to Borrow Trust

Hi Fam,

Why Trust Matters More Than Ever

Trust has always been everything in business, but right now it feels even more critical, especially in the speaking industry.

Meeting planners and buyers have been burned by:

  • Flashy demo videos
  • Overhyped marketing promises
  • Speakers who underdeliver on stage

👉 As a result, buyers are leaning harder than ever on people they already trust. For speakers who do deliver on their promise, this is actually good news…but only if we leverage it strategically.

The Strategy

Years ago, I learned a concept from Bryan Harris at Growth Tools called “BOPA — Borrowing Other People’s Audiences”. He’s seen massive success with it, and I’ve adapted it specifically for speakers into what I call:

✨Transference of Trust✨

Here’s the idea:

Even though you know you’re trustworthy, it takes time for new prospects to learn that. So, how can we authentically and ethically shorten that timeline?

By borrowing the trust someone else has already built with their clients and audience, and transferring some of that credibility to you.

This Month’s Action Plan:

  1. Find a warm connection already in your network who you know and trust.
    • Ideally, someone in a similar or parallel niche (maybe someone you once saw as “competition”).
    • Bonus points if your services complement each other instead of overlap.
  2. Offer a collaboration where you borrow and share audiences, transferring trust along the way.
    • Examples:
      • Co-host a virtual event
      • Swap lead magnets
      • Do a newsletter “takeover” for one edition
  3. Keep it authentic. This isn’t about trickery. It’s about serving both audiences by bringing them high-quality, trusted insight they might not have found otherwise.

Ask yourself:

  • Would this type of collaboration expand awareness of my brand?
  • Would it create more value for the audience I already serve?
  • Would it help me build trust faster with new prospects?

👉 My bet is yes. But you won’t know until you try. So, go give it a shot! And when you do, let me know how it goes.

Want to Go Deeper?

This strategy is just one of many I teach in my Speaker’s Business Boost, a three-month program designed to help you stop spinning your wheels and start growing with intentional, sustainable strategies.

If you’d like to explore whether it’s a fit for you, I’d love to chat further.

Celebrating your success,


Tay