In the “storytelling” teleseminar I did with Mark Satterfield he clearly defined what “know, like and trust” means in the context of business. In this video clip from my Sell Book Books video (available free here), I share a bit of what “like” means:

Many business owners get confused by the term “like.” They think it means their audience needs to be buddies with them. But that’s not the case at all. In the context of business, “like” means “relate.” Your target audience “likes” you when they can relate to you and your content in some way. They feel a connection that engenders enough trust to give you money for what you have to offer.