Most advisors focus on what they can sell. But the real question is, how do you build trust before selling even begins? This is where a trust asset comes in.

A trust asset is not a pitch, a brochure, or a sales tool.

It’s a physical representation of your expertise, designed to create credibility and open conversations.

Think of it as a mini-book or guide that speaks directly to the challenges your ideal clients face.

For example, let’s say you work with business owners nearing retirement.

Your trust asset could be titled, “10 Blind Spots Business Owners Overlook When Planning Their Retirement.”

Notice what’s missing?

There’s no mention of solutions.

Why?

Because solutions are commoditized, but problems are not.

When you focus on articulating the problems your clients face, you demonstrate a deep understanding of their world.

And that’s what builds trust.

The key to a successful trust asset is specificity.

It’s not for everyone, it’s for your ideal client.

So, if your niche is business owners in the construction industry, your trust asset should call them out directly.

For instance, “For Construction Business Owners: Avoid These 10 Retirement Planning Pitfalls.”

This level of precision ensures that when your ideal client sees it, they immediately feel it’s for them.

Now, here’s the critical part: your trust asset must be physical.

Not digital, not a PDF, not an email attachment.

Why?

Because there’s something powerful about holding a physical item in your hands.

It creates a tangible connection that digital content simply can’t replicate.

When your ideal client receives your trust asset in the mail, it’s a moment of surprise and intrigue.

They think, “Wow, this person really knows my challenges.”

And that’s the moment trust begins.

But a trust asset isn’t just about the content, it’s about the delivery.

You don’t hand it out to just anyone.

You strategically place it in the hands of your ideal clients through channels they already trust.

For example, if your ideal clients are part of an industry association, you can partner with that association to distribute your trust asset.

This way, you’re not just fishing in the right pond, you’re using the right bait.

And here’s the beauty of it: a trust asset does the heavy lifting for you.

It positions you as the authority before you even have a conversation.

By the time you speak with your ideal client, they already see you as someone who understands their world.

This shifts the dynamic entirely.

You’re no longer trying to convince them to work with you.

They’re coming to you, ready to engage.

So, how do you create your own trust asset?

Start by identifying the biggest challenges your ideal clients face.

Then, craft a guide that speaks directly to those challenges, without offering solutions.

Keep it concise, focused, and problem-centric.

And most importantly, make it physical.

Because when your ideal clients hold your trust asset in their hands, they’re not just holding a booklet.

They’re holding proof that you’re the trusted authority they’ve been looking for.

And that’s how you build trust before selling even begins.

Related: The Doctor-Patient Theory: The Key To Trust-Based Selling

Ari Galper is the world’s number one authority on trust-based selling and is the most sought-after high-net worth/lead generation expert for financial advisors. His newest book, “Trust In A Split Second” has become an instant best-seller among financial advisors worldwide – you can get a Free copy of Ari’s book here and, when you click the “YES” button in the order form, you’ll also receive a complimentary “plug up the holes” lead generation consultation. Ari has been featured in CEO Magazine, Forbes, INC Magazine and the Financial Review. He is considered a contrarian in the financial services industry and in his book, everything you learned about selling will be turned upside down. No more chasing, no pressure, no closing.