Show, Don’t Tell: The Key to Building Trust and Authority (Day 2)
It’s a simple concept, but it’s one that too many brands and entrepreneurs overlook. They rely on flashy slogans, bold claims, and endless promises, but forget that people don’t simply trust words.
Why Telling Isn’t Enough
Think about the last time someone tried to sell you something. Maybe it was a product, a service, or even an idea. If all they did was tell you how amazing it was, you probably felt a little skeptical. Because talk is cheap.
Telling puts all the burden of belief on the customer. It forces them to take your word for it without giving them a reason to trust you. It’s like saying, “I’m trustworthy—just believe me.” This is a poor approach to marketing/selling.
Showing shifts the dynamic. When you show evidence—through results, testimonials, case studies—you’re not asking people to take a leap of faith. You’re giving them the data, stories, and visuals they need to come to the conclusion themselves.
The Psychology of Showing
Humans are visual creatures. We process images and stories faster and more deeply than talking heads. When you show your audience the value you provide, you’re creating a mental shortcut that helps them understand, trust, and believe in you faster.
Videos
Graphics
Stories
Build belief in a way that you personally cant.
Practical Ways to Show, Don’t Tell
Here’s how I apply this:
Case Studies and Testimonials
Show real-world examples of how what you do has helped others. Use numbers, specific outcomes, and personal stories to paint a clear picture of your impact. DO NOT IGNORE THIS.Visual Proof
Use photos, videos, or graphics to visually show your claims. This could be anything from product demos to behind-the-scenes looks at how your process works. You have to help them visualize themselves winning with you.Social Proof
Highlight the number of people who trust you, let them tell their story of why, find the big-name clients you’ve worked with and have them build the social proof for you.Transparent Processes
Show your process, let them see how you work. Pull back the curtain and let people see the effort, quality, or innovation behind what you do. People often try and safe guard this as their ‘secret sauce’ but really no one has the grit or ability to duplicate what you do, and if they do then they’re a worthy competitor to help you create an enemy to crush, which is INSANE gas for your team. So show the process.
Will’s Final Thoughts
Think through your business and marketing efforts and look for all the ways you’re telling people how great you are. Then challenge your team with How can we show them instead?
Showing takes more effort. Its harder—it requires you to gather proof, create visuals, and share stories. It’s an investment. But I promise the payoff is worth it.
Showing earns trust. It builds authority. And most importantly, it makes your message unforgettable.