There’s a common piece of advice that’s given to writers: show, don’t tell. It’s a storytelling technique that allows readers to understand a narrative through actions and dialogue, rather than just being told something by the author. For example, rather than the author saying, “She was nervous”, they might talk about how she was biting her nails, tapping her foot or repeatedly checking her phone. This technique allows the reader to draw their own conclusions.

But ‘show, don’t tell’ can be applied to copy and content writing as well as fiction.

Rather than just telling readers you are an expert, show them through the content you share. Rather than just telling readers you can get results, prove it by sharing client reviews. And rather than just telling readers they can trust you to deliver, show them why they can trust you. Prove that you are credible.

If your messages don't make it clear who you help and how you improve their life or business, people won't feel confident approaching you.

Be assertive with your marketing.

For example: “I help freelancers and small business owners attract and convert more of the clients they want.”

You can tell the world how great you are, but they are more likely to believe it if other people say it too, so use client feedback in your marketing.

You can claim you are an expert all you like, but actions speak louder than words. Demonstrate that expertise through your content.

Share tips and advice on social media, in blog posts, through email, as videos, at speaking events or as a book.

If you want readers to trust you, you need to show them you understand them. You need to create messages they can relate to, messages that resonate.

What problems are they facing? What are their concerns? What are their goals? What needs do they have? What might they be worried about? What are the biggest challenges in their industry?

Nobody wants to make a poor purchasing decision, so removing the risk can help encourage a purchase. But it also boosts trust. If you believe in the quality of your product, it gives potential buyers more faith in it.

It’s why I offer a money-back guarantee on my 90-minute consultations. If you don’t feel as though you got value for money, I will refund the fee. I’d rather lose 90 minutes of my time than leave someone feeling disappointed with their purchase.

But money-back guarantees aren’t the only option. Free trials, try-before-you-buy options, taster sessions, samples, free demos, flexible contracts, or cancel-anytime options all demonstrate your confidence in your products and services.

The easiest way to break trust and damage your reputation is by deceiving your customers, so don’t make false claims or promise unrealistic outcomes.

Just don’t do it.

If you have industry accreditations, certifications, awards or endorsements, then showcase them.

These things can demonstrate to potential customers that you take quality seriously, especially if they are from trusted and credible bodies and associations.

You can demonstrate your expertise and credibility by becoming known within your industry. Get published in industry magazines or journals, appear as a guest on popular podcasts, write guest posts for trusted sites, speak at events or host webinars.

Marketing is as much about filtering out the wrong type of clients or customers as it is about attracting the right ones, so don’t shy away from potential objections.

If you’re more expensive than your competitors, show why you are worth the extra investment. If you don’t offer something your competitors do, explain why and what the alternative is. If there is a potential “downside” to working with you, address it head-on. Turn it into a positive.

Get other people to recommend you, share your content, or promote your products. The more people you can get talking about your business (in a positive way), the better.

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If you’re a small business owner, you do your own marketing and you don’t have an email list, this book is for you.

It’s a short, concise guide that will show you why having an email list is so valuable, how you can build one without huge investments of time or money, and how to turn subscribers into paying clients.

Think you don’t have enough time to write regular emails?

Worried you’ll run out of ideas?

Not convinced people will be interested in what you have to say?

This book will give you practical and realistic advice to help you get started and maintain momentum.