You can have the best product, the slickest logo, the catchiest tagline—and still hear crickets. That’s not a marketing problem. That’s a customer trust problem.
And if you’re a solopreneur or a local business, I’ve got good news: the trust advantage is already yours. You just haven’t tapped into it yet.
Let’s fix that.
Most Customers Trust You More Than the Big Guys—So Show Up Like It
There’s a reason your neighbors would rather buy honey from a local beekeeper than from a faceless megabrand. According to a PRWeb survey, 67% of consumers trust local businesses more than online-only brands. That’s a massive opportunity—and most small business owners are letting it go to waste.
While you’ve been stressing over trying to look bigger, your ideal customers have been looking for small, human, authentic businesses to give their money to. I’ve heard so many local businesses complain about big box stores. I’ve seen consultants do everything in their power to look big. This is no longer a thing. Big isn’t better—trustworthy is.
Why? Because they’re trying to market like the big guys. Glossy ads. Generic content. Bland stock photos.
But trust isn’t built on polish. It’s built on presence.
Tell Your Local Story Like You’d Tell a Friend Over Coffee
If your business started in your garage, or you learned everything you know from your grandmother’s pie shop, say that. Human stories are magnetic. They’re the antidote to bland marketing. You don’t need a branding agency to tell your story. Just a little honesty and a willingness to share.
Marketers like to say that your “mess is your message.” Don’t be afraid to talk about what inspired you, what drove you crazy, and what problem you were trying to solve. Lean into your uniqueness and humanity. It works.
Post about your journey on your website. Snap behind-the-scenes photos and share them on social. Let people meet the human behind the hustle.
That’s what builds customer trust. Not slick design. Not six-figure ad campaigns. You.
Community Isn’t a Buzzword—It’s Your Best Marketing Tool
There’s a reason local businesses that show up at street fairs, donate to school raffles, or sponsor little league teams always seem “top of mind.” They’re part of the community’s fabric.
Want to drive foot traffic? Sponsor a neighborhood cleanup day and hand out branded water bottles. Want more visibility? Partner with a local coffee shop for a “buy one, get one” promo. These aren’t just feel-good gestures—they’re strategic trust builders.
And they don’t require tech skills. Just a little time and a willingness to collaborate.
The Simplest Tools Work the Hardest When You Use Them Right
Let’s demystify “digital marketing” for a sec. You don’t need to master AI or run complex funnels. Just nail the basics:
Google Business Profile: Keep your hours updated. Add fresh photos regularly. Answer every review—even the awkward ones. Google favors active, well-maintained listings, and so do customers.
Social Media: Pick the platform where your customers are most likely visiting (this is often Facebook) and lean into it. You don’t need to be everywhere.
Email Newsletters: People LOVE newsletters that communicate specials, deals, and events. Relevant newsletters are everything. Tell your customers what you’re featuring this week or this month. Are there specials? Are there events? Share insider knowledge. Hair salons can talk about new styles, review products, and promote new services. Financial planners can explain financial products or demystify legislation. Regardless of your business, this is your space to shine.
Real People Saying Nice Things About You Is Your Best Advertising
Want instant credibility and customer trust? Show what others are saying about you.
Word of mouth is still the #1 marketing tactic. But you have to give people something to talk about. Pick something simple that you can lean into and deliver on 200% (yes, I’m exaggerating—but only slightly). It can be communication, timeliness, cleanliness, friendliness. Know what all these things have in common? They are FREE TO DO and deliver priceless results.
Use testimonials, Google reviews, and even quick customer quotes. Feature them prominently on your website, in your emails, on social posts. Better yet—ask happy customers to tag you when they post. That’s called user-generated content, and it’s pure trust gold.
Don’t have reviews yet? Ask for them—gently. “If you enjoyed your visit, a review would mean the world to us.” Just don’t offer rewards in exchange. It feels shady and Google might penalize you.
Your happy customers would be thrilled to share their great experience – but you have to make it easy on them.
Don’t Overthink Feedback—Just Ask and Listen
Formal surveys are great, but simple check-ins work too. Ask “What did you enjoy?” or “What can we do better?” when someone checks out. Use tools like Google Forms or Typeform for quick polls in your newsletter.
Listen, Listen, Listen. Pretend you know NOTHING about your business. Pretend you are a new hire and just listen to your customers. But here’s a secret way to listen: instead of listening to just what they are saying, listen for what they are NOT saying. What’s underneath the thing they are talking about? If you’re not sure, ask something like “Why is this important to you?”
Embrace complaints. A complaint is nothing more than a desire in disguise. If someone is complaining about wait times, what they want is faster service. Complaints are awesome because they tell you what the customer doesn’t want—and therefore what they do want instead.
And if you’re ready to level up, free tools like Genspark can help you analyze customer sentiment without needing a degree in data science. It’s like having a focus group in your back pocket.
Partner Up and Watch Your Reach Multiply
You don’t need a massive following when you can tap into someone else’s. Co-promote with other local businesses. Do a “Friday Favorites” series where you shout out your favorite neighborhood spots. Bundle services together—like a massage and a smoothie—or co-host a workshop.
Stop focusing on competition and start focusing on cooperation. Look for businesses who sell to the same customer and create partnerships. My friend Pamela Slim calls it the Peanut Butter and Jelly strategy. It’s two great businesses that are better together.
These cross-promotions aren’t just fun. They make both brands look more trustworthy because community is contagious.
Think of it this way, customer trust is transitive. If they trust the partner business, they will trust you.
Be Consistent, Not Complicated
The secret to marketing success isn’t complexity. It’s consistency.
This is more than branding. This is about behavior and what your customer can expect from you. I can’t stress this enough. As I said earlier, pick ONE thing that you’re going to blow out of the park. ONE thing and double and triple down. It can be communication, it can be friendliness, it can be the BEST delivery of a specific product or service. Whatever it is—be consistent.
Keep your tone, visuals, and message aligned across platforms. When someone walks into your shop after seeing your Instagram, it should feel like the same brand. Same vibe. Same voice.
The one thing any customer will choose is consistency at any price. When I want X, I’m going to go to Y. That’s it.
Let’s Wrap This Up With a Reality Check
Trust isn’t something you launch. It’s something you live.
And the solopreneurs and local businesses that win? They’re the ones who show up like real people, who care about their customers, who tell the truth, and who keep showing up.
If you’ve noticed anything here, I want you to notice that this stuff is FREE. The biggest cost to you is time and effort.
Always remember, marketing isn’t about DOING, it’s about BEING. And this research says that you have the eye and ear and desired loyalty of consumers. What are you going to do to actually earn it?
So here’s your move: Pick one trust-building habit and commit to it this week. Update your Google profile. Share a behind-the-scenes moment. Post a customer win.
Keep it real. Keep it simple. And most of all—keep showing up.
What to put this strategy to work in your business? Grab a Fix-it Session Here
Fix It Session
Send me one thing you’re stuck on in your business — a page, funnel, or offer. I’ll review it and send you a short video with clear feedback and next steps. No pressure, just a simple, actionable fix to get you unstuck.
