Lately, I’ve been thinking a lot about trust.
Not just trust in business — but trust in general. Trust in what we see online. Trust in brands. Trust in people.
At a recent webinar I ran for some of our clients, one idea kept resurfacing again and again:
We’re living in a trust recession.
With AI-generated content, deepfakes, templated websites, and automation everywhere, it’s becoming harder to know what’s real. And when trust drops, hesitation rises.
This session was about how to rebuild that trust — deliberately, thoughtfully, and in a way that actually lasts.
1. You are not the hero — your customer is
One of the biggest mindset shifts any business can make is realising that you are not the main character in the story.
Your customer is.
They’re the one facing uncertainty. They’re the one trying to make a decision. They’re the one taking the risk.
Your role isn’t to impress them with how clever or experienced you are — it’s to guide them. To show that you understand their problem and can help them move forward.
When your messaging centres on you, it creates distance.
When it centres on them, it builds trust.
2. Show real people, not perfect ones
Trust isn’t built through perfection. It’s built through relatability.
Stock imagery, AI-generated faces and overly polished visuals might look good, but they often feel hollow. People can sense when something isn’t real.
Real people create real connection.
Show your team.
Show your clients.
Show moments behind the scenes.
It doesn’t need to be perfect — it needs to be human.
3. Speak to people, not algorithms
Yes, SEO matters.
Yes, AI matters.
But people still read with emotion before logic.
If your content feels like it was written to “rank” rather than to help, people tune out. Ironically, the moment you stop chasing algorithms and start writing for humans, your content becomes more resilient.
Algorithms change constantly.
Good content lasts.
When you centre your writing around real questions, real concerns, and real language, you create something that stands the test of time.
4. Give people a clear plan
Uncertainty is one of the fastest ways to lose trust.
People want to know what working with you actually looks like:
- What happens first?
- What happens next?
- What’s expected of them?
Even if every project is slightly different, offering a clear framework builds confidence. It tells people, “I’ve done this before. You’re in safe hands.”
Clarity removes fear.
Confidence builds trust.
5. Show, don’t tell
Saying you’re good isn’t enough anymore.
People want proof.
That might look like:
- Case studies
- Examples of past work
- Behind-the-scenes breakdowns
- Stories that show outcomes, not just promises
When people can see what you do, belief comes naturally.
6. Don’t hide your pricing — educate around it
Pricing uncertainty creates friction.
You don’t need to publish a fixed price list, but you do need to help people understand what affects cost and what they’re paying for.
Transparency builds confidence.
Mystery creates hesitation.
When people understand the value, the number becomes less intimidating.
7. Educate generously
One of the biggest myths in business is that giving away knowledge weakens your position.
In reality, it does the opposite.
People don’t pay for information anymore — they pay for clarity, experience, and execution.
When you teach openly, you demonstrate confidence and competence. You show that you understand your craft deeply enough to explain it.
That builds trust long before a sales conversation ever begins.
8. Stand for more than money
People don’t buy what you do — they buy why you do it.
Values matter. People want to know what you stand for, what you care about, and what kind of partner you’ll be.
When your values are clear, the right clients lean in — and the wrong ones naturally step away.
That’s alignment.
9. Provide a guarantee
If you truly believe in the work you do, stand behind it.
A guarantee removes fear and shifts risk away from the client. It signals confidence and integrity.
Whether it’s a satisfaction guarantee, a redo, or a promise you’re willing to stand by — it tells people you’re serious about delivering value.
Guarantees don’t weaken your position.
They strengthen trust.
10. Get social proof
Trust compounds when others speak on your behalf.
Testimonials, reviews, case studies, and client stories help people feel safe making a decision.
People don’t want to be the first to take the leap — they want to know others have gone before them and had a positive experience.
Social proof reduces fear and accelerates trust.
Final thought
We’re not just in an attention economy anymore.
We’re in a trust economy.
And trust isn’t built through louder messaging or smarter tactics.
It’s built through clarity, consistency, and care.
If you can make people feel understood, supported, and confident — you’ll always stand out.
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