What if the secret to Black Friday success isn't about discounts, but building relationships that last? Matt Edmundson reveals the Knowledge Trust Matrix—a framework that transforms one-time buyers into lifetime customers through strategic knowledge and trust building.
In this second episode of our Black Friday strategy miniseries, discover how to move customers from low knowledge and trust to high knowledge and trust through strategic onboarding, educational content, and authentic storytelling. Learn why most brands approach Black Friday wrong by focusing on profit extraction rather than relationship building, and how this simple mindset shift can dramatically increase customer lifetime value.
Matt shares practical strategies including user-generated content placement, live chat implementation, the on-ramp strategy for hesitant buyers, and the story intersection principle that creates authentic customer connections.
### Timestamps
00:00 - Introduction
03:00 - The Fundamental Mindset Shift
04:30 - Introducing the Knowledge Trust Matrix
06:00 - The Four Customer Types
08:00 - Building Trust with UGC and Live Chat
10:00 - The On-Ramp Strategy
12:30 - The Story Intersection Principle
14:00 - Post-Purchase Onboarding
### Resources Mentioned
### Connect & Continue Learning
💬 How do you build trust with new customers? Share below!
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Today's guest: Matt Edmundson
Company: Aurion
#eCommercePodcast #BlackFriday #CustomerStrategy #eCommerce #DigitalMarketing