by David Meyer
AI-generated content floods your inbox. Social ads are more manipulative than ever. And consumers? They’re tired of it. They can smell inauthenticity a mile away – and they’re opting out.
So if your marketing still relies on inflated claims, generic stock images, and fluffy brand promises, you could be sacrificing trust.
Here are five practical ways small businesses can earn trust (and keep it) in a world that’s running dangerously low on it.
Replace reviews with transparent case studies.
Social proof isn’t dead – but its lazy cousin, the vague 5-star review, is.
Real trust is built with real specifics. Instead of generic praise (“Great service!”), show what you actually delivered:
- What was the customer’s problem?
- What did you do?
- What changed?
Include numbers. Screenshots. Mistakes. Lessons. Then let the customer tell the story in their own words – even if it’s not 100% polished.
Show your work.
In a world of curated feeds and over-polished brand stories, transparency is refreshing.
Peel back the curtain on your process. Post behind-the-scenes footage. Admit when you’re still figuring something out.
Whether you’re launching a new product or hiring your first employee, let people in on the journey. Customers trust humans. Not highlight reels.
Don’t promise what you can’t prove.
“Industry-leading,” “revolutionary,” and “game-changing” sound great – until they mean nothing.
Instead, swap hype for receipts:
- Use data. Even small data.
- Show screenshots, not slogans.
- Back up every claim with a customer quote, measurable outcome, or third-party validation.
Your marketing shouldn’t sound like it was written by ChatGPT on a sugar high.
Empower your team to speak. (Not just post.)
People don’t want to hear from “the brand.” They want to hear from someone inside it.
Encourage your team to post on LinkedIn, speak on podcasts, or respond directly to customer comments. Give them guidelines, not scripts.
If your staff can’t confidently speak about your mission, value, and voice – do you even have one?
Be (honestly) introspective.
As a group, take time to check in and see how you are doing.
Create a simple “trust score” survey:
- Do you feel confident your business does what it says?
- Would your customers be comfortable referring your business to a friend?
- Can they trust your advice and look to your expertise?
Track these answers quarterly. Invariably, clients will have commented on your work and level of service as well. What are they saying? And how can you make improvements based on this?
The B.S. filter is stronger than ever.
If you’re wondering why your digital ads aren’t converting or your emails are getting ghosted, it might not be your offer. It might be your tone, your tactics, or your trustworthiness.
In 2025, marketing isn’t about grabbing attention. It’s about earning belief.
Over the next few months, I’ll share specific frameworks for messaging, visual branding, customer onboarding, and content that builds belief first. Because that’s what converts now.
Anyone can fake authority. Few can earn trust. Which one are you building?
David Meyer is the Chief Marketing Officer at Spoke Marketing. Spoke Marketing (www.spokemarketing.com) provides fully-integrated marketing and sales programs that define and activate the customer buyer journey.