09/22/25 - Wakie Wakie 4:44

Welcome to Your 444 Newsletter!

Where trust, loyalty, and relationship capital collide.

Today’s topic?

Why trust is the real currency of business.

Money moves fast.

Markets shift.

Trends fade.

But trust?

That’s what keeps people paying top dollar and coming back for more.

When people trust you, price stops being the main issue.

4 Thoughts to Reflect On

1. Trust is earned in actions, not words.
   Anyone can say the right thing. Few consistently do the right thing.

2. Your bank account is a scoreboard of trust.
   If people trust you, sales flow. If they don’t, every deal feels like pulling teeth.

3. Price problems are usually trust problems.
   Customers only haggle when they doubt you can deliver.

4. Trust compounds like interest.
   The longer you deliver with integrity, the more powerful your reputation becomes.

4 Lessons I’ve Learned

1. Discounting destroys value.
   Lowering your price attracts people who will never respect your work.

2. Reputation buys loyalty.
   When people believe in you, they will pay more and wait longer.

3. One broken promise can erase ten years of consistency.
   Protect your word like it is your most valuable asset. Because it is.

4. Relationship capital outlasts any single transaction.
   When people trust you, one deal turns into a lifetime of deals.

4 Challenges for You This Week

1. Audit your promises.
   Did you follow through on everything you said you would? Fix what you dropped.

2. Raise your prices instead of lowering them.
   If trust is strong, people will pay. If not, lowering won’t save you.

3. Call one client and thank them.
   Trust grows when people feel seen and valued.

4. Get in a room where trust is the foundation.
   Surround yourself with business owners who play the long game.

Quit chasing discounts.

Quit chasing approval.

Build trust, and the money will chase you.

Mark Evans DM