Business By Hormozi #96: Be the Business Customers Trust
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Attracting the Right Customers Starts with You
Every business owner wants high-value customers—people who are loyal, willing to pay, and respect their services. But while many talk about the type of customers they want, few put in the effort to become the kind of business those customers actually trust.
Marcus, a small business owner, struggled to attract premium clients. He kept asking himself, Why won’t the right people buy from me?
Then he heard this game-changing advice:
“You gotta be it before they’re gonna believe it.”
He realized that he wasn’t running his business in a way that matched the expectations of the customers he wanted to attract.
Why Customers Choose Certain Businesses
Customers don’t buy just because you want them to. They buy because they see you as the solution they need.
The businesses that attract premium customers:
Look professional – From branding to communication, everything feels high-quality.
Deliver on their promises – They don’t just market well; they actually provide results.
Speak their customers' language – They understand their audience’s problems and aspirations.
Act like the business they claim to be – Their actions align with their reputation.
Marcus had been focusing on getting customers instead of becoming the business they naturally trust.
Be It Before They Believe It
Determined to change, Marcus took action:
He upgraded his branding and messaging to reflect the level of professionalism his ideal customers expected.
He improved customer experience at every touchpoint, from inquiry to purchase.
He started showing proof—case studies, testimonials, and real success stories—to build credibility.
Soon, the same customers who once ignored him started reaching out, trusting him, and paying premium prices.
Conclusion
If you want to attract the right customers, don’t just say you’re the best—be the business they want to work with.
Your customers won’t believe in you until you prove you’re worth believing in. So instead of asking, How can I get better customers? ask yourself, How can I become the business they can’t ignore?
