If you’re selling, your job isn’t to sell, it’s to build trust

Naval nailed it with this one: “If you’re selling, your job isn’t to sell, it’s to build trust.” Every great marketer knows the sale happens after trust is earned.

Why this hits hard

• Customers don’t buy when they’re convinced, they buy when they feel safe.
• Trust reduces friction. No trust = objections.
• It’s easier to buy from someone you believe “gets you.”
• Real trust compounds over time (like good content or transparency).

Real-world proof

• Amazon: Millions buy without hesitation because reviews and guarantees remove risk.
• Apple: Lifetime fans trust the brand to deliver premium quality.
• Mailchimp: Built an empire by using friendly, transparent copy.
• Basecamp: Their “no-BS” tone and honest pricing build instant credibility.

If your marketing builds confidence instead of pressure, selling becomes effortless.