How I’m Beating the Trust Recession (and How You Can Too)

If you feel like customers are slower to believe, slower to buy, and quicker to bounce…you’re not imagining it. We’re living through a trust recession. Whether you run a brick-and-mortar clinic or an online brand, skepticism is up and conversion is down.

I’ve been marketing online for 10+ years, and what worked even two years ago isn’t working the same way today. The answer isn’t “post more”; it’s get real, show proof, and remove the robot voice. Here’s exactly how I’m navigating the trust recession—and what I recommend you do next.

Why the Trust Recession Exists

In classic marketing, prospects move through Know → Like → Trust before they buy. That used to be easier. Early social media was actually social; publishing consistently gave you an authority moat.

Then two things happened:

1. Content volume exploded. Everyone’s a brand.

2. AI made “meh” content cheap. Feeds filled with polished sameness and soulless captions.

Prospects are now trained to doubt by default. That means our strategy has to change.

The Pivot: From Polished to Personal

I’ve been testing a simple shift: less gloss, more human. Unedited photos with thoughtful captions I actually wrote, raw behind-the-scenes, and plain-spoken emails outperform the templated, over-produced stuff. People don’t just want value; they want verifiable humanity.

My 3-Part Playbook to Beat the Trust Recession

1) Publish with Purpose (not to “check the box”)

Treat content like a core business system, not an afterthought. Pick two lanes you can sustain (e.g., short video + email newsletter) and ship on a schedule. Consistency is a trust signal.

Make it obvious you’re real:

• Use your voice. Write like you talk.

• Share dates, locations, and specifics.

• Show your face and your work, not just graphics.

2) Get Personal (without oversharing)

People can’t know or like you if they never meet you. Tell short stories: why you started, a mistake you made last week, what a client taught you. Draw the line where you need to (my kids are mostly off-camera), but let your audience meet the person who’ll serve them.

Quick prompts to post this week:

• “What I believed about {your field} five years ago vs. now.”

• “The worst advice I see in {your niche}.”

• “A behind-the-scenes of how we onboard a client.”

3) Prove It (stack tangible trust signals)

Trust is earned in receipts, not rhetoric. Build a public trail that says, “This isn’t my first rodeo.”

• Website clarity: Above the fold, answer “What is this and who is it for?”

• Reviews & case studies: Collect weekly, publish often.

• Process transparency: Show your method, your standards, your timeline.

• Longevity breadcrumbs: Archive posts, articles, podcasts—Google your name and make sure what shows up helps you.

Adapting for the Next Buyer

Younger customers expect asynchronous communication, fast research, and proof on your socials before they ever book a call. That means your Instagram, YouTube, or site isn’t “marketing fluff”—it’s your pre-sales dossier. Treat it that way.

My Current Rule: No AI-Slop

I use tools to plan, but not to sound like a tool. No AI-written captions. No generic scripts. If I can’t say it in my own words, I haven’t earned the right to post it. In a trust recession, authenticity is a competitive advantage.

Your 7-Day Action Plan

• Day 1: Clean your homepage headline (what/for whom/how to start).

• Day 2: Publish one personal story post.

• Day 3: Email your list a simple case study (problem → process → result → CTA).

• Day 4: Record a 60-second behind-the-scenes reel.

• Day 5: Ask three clients for a review; post one with context.

• Day 6: Pin a CTA post (how to work with you) on your top platform.

• Day 7: Audit your onboarding—remove one step or confusion point.

Do this, and you’ll feel the floor of trust rise—faster replies, warmer DMs, higher call show-rates, smoother sales.

Time-Stamped Show Notes

• 00:30 – The trust recession: why buyers default to doubt

• 01:05 – Know–Like–Trust in 2025: what changed

• 02:00 – From polished to personal: what’s actually working

• 03:10 – My experiments: raw posts vs. over-produced content

• 04:05 – Playbook pt. 1: Publish with purpose (not box-checking)

• 05:10 – Playbook pt. 2: Get personal without oversharing

• 06:25 – Playbook pt. 3: Proof beats promises (reviews, process, receipts)

• 07:40 – Your site & socials as a pre-sales dossier

• 08:35 – Younger buyers, new expectations (async + research first)

• 09:25 – Why I’m taking a no-AI-slop stance on captions

• 10:15 – 7-day action plan to rebuild trust fast