Want to build trust faster?

There’s a fine line between showing credibility and sounding like you’re showing off. Most business owners I speak to feel uncomfortable shouting about their success - so they stay quiet.

But the thing is, your audience needs proof. They want to know not just what you do, but whether it works, and who it’s worked for.

Here’s the shift: Instead of talking about how great your business is, focus on how you helped a customer solve something real.

When done well, that’s not bragging — it’s building trust.

 The question is how?

Format Stories So People Actually Read Them

Even a brilliant story can fall flat if it’s wrapped in waffle or formatted like a block of text.

If you want people to stop scrolling, make it easy for them.

What Works:

• Use short paragraphs, clear headings and bullet points
• Bold the key parts: the problem and the result
• Break longer stories into carousels, bite-sized posts or newsletter sections

And drop the jargon.

Writing like you’re trying to impress your peers will lose your audience fast.

If your gran wouldn’t understand it on Facebook, your client probably won’t on LinkedIn.

Saying “We were successful in raising a tranche of finance for a multi-purpose business in a diverse sector” sounds clever – but it says nothing.

Try: “We helped a local business secure the funding they needed to grow into a second location.”

Pro Tip: Write your post. Then read it out loud. If it sounds like you’re trying too hard, simplify it.

Talk About the Help, Not the Hype

When sharing results, skip the big marketing language.

What your audience really wants to know is: can you help someone like me, with a problem like this?

Try this format:

• What was the client struggling with?
• What did you do together?
• What changed as a result?

Keep the language simple, specific and focused on their transformation – not your process.

Example: “They had a CRM full of contacts but no idea where to start. We helped them clean up their data, set up automated follow-ups and within a month they were re-engaging old leads they thought were long gone.”

Pro Tip: Use a “Before → After → Outcome” structure. It reads like a story, not a sales pitch.

Let the Customer Do the Talking

You telling people you’re good is expected. Your client saying it for you? That’s influence.

What Works:

• Ask for short, specific feedback as part of your offboarding or check-in process
• Use their own words – unpolished often feels more honest
• Add screenshots of messages or testimonials (with permission) to boost credibility

Pro Tip: Use a simple form in Typeform to make giving feedback easy and fast. Keep the ask to one or two short questions like: “What was your biggest win from working together?” “What would you tell someone thinking of doing the same?”

Use Everyday Wins – Not Just Big Case Studies

You don’t need dramatic before-and-after results to tell a story worth sharing.

Sometimes the most powerful proof is how you helped someone with a small, very specific win.

What Works:

• Talk about micro-moments: “They finally sent the campaign they’d been putting off for six months.”
• Show progress, not perfection
• Don’t wait for massive results – share the little changes too

Pro Tip: Keep a simple spreadsheet where you jot down client wins as they happen – no matter how small. These often make the most relatable stories.

Make It About Them – and Your Reader

The best client stories are never just about the client. They’re about what others can learn or relate to. 

What Works:

• Add a takeaway or lesson at the end: “This reminded me how much impact structure can have – fast.”
• Link back to a common frustration your audience might be feeling
• Shift the focus from the service to the result

Pro Tip: End with something soft and inclusive like: “If that sounds familiar, you’re not the only one. This worked for them – and it might work for you too.”

How are you currently sharing results from your work? If you’re not doing it yet, what’s holding you back? Comment and let me know.

Best,

Rory