By Jim Thompson / BrightTrail.biz

I’ve found that earning people’s trust is hard, but not all that complicated.

There are a dozen simple actions you can take every day that build it. The problem is they require time, authenticity, and consistency.

This matters because, according to our Bright Trail study:

82% of people are likely to recommend a business they trust to family and friends.

Not businesses they noticed.
Not businesses that post the most often.
Businesses they trust.

When I meet a business owner, we always start with trust.

Because trust is the one asset that compounds.
The one thing you can’t outsource.
And the one thing customers remember long after the marketing fades.

But trust isn’t built through achievements or credentials.
It’s built through simple, human behaviors repeated consistently — the same ones we practice every day and teach our clients to practice as well.

Here’s the list — the surprising, unglamorous, high-impact actions that make people lean in, lower their guard, and actually listen.

The Trust List

1. Show up regularly.

Consistency is a signal flare: “You can count on me.”
When you post regularly, people stop wondering if you're reliable and start assuming you are.

2. Put your face on it.

A real person builds real trust.
Whenever I attach my face or voice to a message, I’m sending a quiet but powerful signal: “I stand behind this.”

3. Admit you’re not for everyone.

This is one of the first habits I instill in clients.
The moment you acknowledge you’re not for everyone, your “fits” become more powerful and believable.

4. Tell the truth about your journey — especially the messy parts.

I do this because … perfection is suspicious; honesty earns belief.

5. Give value with no strings attached.

Help first, invoice later.
When you offer something useful with no hidden agenda, people see you as a resource, not a transaction.

6. Have real 1-on-1 conversations.

A trusted guide listens before prescribing a solution.
I model this in every discovery call and coach clients to do the same.

7. Explain why you do this work.

Your “why” isn’t a slogan, it’s a signal of intent.
It explains that your goals include something other than profit.

8. Use someone’s first name.

A tiny gesture that opens a big door.
People trust the person who sees them.

9. Respond quickly and plainly.

Speed shows reliability.
Plain language shows honesty.

10. Admit your mistakes (and show how you fixed them).

When I’ve stumbled, I say so.
Clients who learn to do the same turn gaffes into gains.

11. Ditch the jargon.

Acronyms and buzzwords keep people at arm’s length.
Use the language of real people, not industries.

12. Listen without immediately offering a solution.

One of the hardest habits is one of the most disarming.
Sometimes people don’t want answers. They want to be heard.

13. Offer a no-risk first step.

A small, easy doorway removes pressure.
If you’re truly a fit, there’s no reason not to move forward.

Why This List Works (and Why I Use It Every Day)

Every one of these actions carries a bigger message:

“You’re safe here.”
“I’m not performing.”
“I’m not trying to impress you.”
“I’m simply showing up the way I’ll keep showing up.”

This is the beating heart of a trustworthy personal media brand.
Not the polish. Not the perfection.
The presence.

These aren’t theories, they’re daily habits.

When you practice these actions consistently, you stop chasing attention and start earning trust.
And trust is the only marketing system that never stops working.