So, this actually happened…

After we declared Herman—the solar-powered robotic pool cleaner in our backyard—dead last week, something miraculous occurred.

A brand-new Herman arrived on our doorstep.

No hassle. No drama. Just an email confirming a replacement has been shipped.

I didn’t have to jump through hoops. No “prove you didn’t break it” interrogation. Just, “You’re local? We got you.”

And just like that, trust was instantly reinforced.

That’s the part most people forget when building their lead generation machine.

Everyone wants clever ads, slick landing pages, and fancy automation.

But prospects? They want to feel safe.

And every single touchpoint in your system either builds that trust—or erodes it.

Let’s say someone requests your free guide—“7 Mistakes to Avoid When Planning for Retirement”—and after they hit submit, they land on a plain page that says, “Thanks, check your email.”

That’s… underwhelming.

Now imagine they land on a page that says:

“Thanks for requesting the guide. It’s on its way to your inbox. If you’d like to skip ahead and have a brief conversation about your retirement goals, you can schedule a complimentary 15-minute call right here.”

See the difference?

One builds trust. The other misses an opportunity.

Worse, I’ve seen confirmation pages that instantly launch into a hard pitch for a service—before the prospect even reads the thing they signed up for.

That’s like proposing on the first date.

Actionable tip:

Review your confirmation page and ask, “If I were a skeptical prospect, would this message make me feel understood—or suspicious?”

Tiny tweaks here build massive trust over time.

Kick butt, make mucho DEEnero,

Dave “Herman Lives!” Dee