The laws of influence have shifted from “what you know” to “who knows you.”
Our social media feed is filled with noise—ads, pop-ups, sponsored posts, and DMs from people who we don’t from Adam want to “have a brief discussion.”
It keeps happening. And people have gotten frustrated spitting out with words like “oh no! not again…,” and “ugh,” from their mouths complemented with the precious 4-letter word (IYKYK).
Some experts in writing and marketing blame data or content overload.
I tend to disagree.
After working with multiple companies over my 6-year-long journey as a freelance content writer, I’ve come to see it differently.
It’s not only the content overload—it’s the lack of trust.
When every post or message feels like a salesy ick, people gradually cut you off, whether you’re a newly launched brand or leaders who once earned respect.
Trust is No Longer Institutional, It’s Personal
People don’t want another brand spluttering some soulless string of words at them. They want a real brand face who shows up consistently, has clarity in their minds, and shares valuable insights.
Let me put it this way. People used to trust big names more easily, think established companies, governments, or traditional media. They’d just assume they were trustworthy because of who they were.
But now, that’s changed. People will more likely follow individuals who share information backed by concrete pieces of evidence instead of hearsay. Or those who mean what they say instead of faking it out (they sense it easily). These are the individuals with whom people feel a connection.
A study has revealed that 75% of people trust their employers more than the media, government, or nonprofits. In other words, strong relationships and mutual values carry more weight than just a fancy name or a legacy institution.
That’s Your Opportunity To Grab
If you want to stamp your authority, you have to earn trust. No worries, here are 3 ways to grab that opportunity.
Uplift Your “Storefront”
If your LI profile, for instance, still boasts outdated bios, intros, and other details or is unorganized, you’ve got work to do.
Your digital presence is your first impression—your storefront. When prospects vet your profile, they don’t mean your CV/resume. They’re picking the bones out of your profile.
So, for starters, refine your LI profile. Think like a leader, not a job seeker.
Build a website that echoes who you are, what you do for your clients, and what industries/niches you specialize in.
Still, the question hangs like a sword: Why should people trust you?
Craft thought leadership content. Publish articles, conduct interviews and podcasts, through which you can showcase your ideas and thought process. Even better, convert that content into byte-sized, digestible LI posts, Instagram carousels, and Twitter threads.
Earn A Good Name
Credibility precedes opportunity.
The Internet is laced with “In my opinion.” What cuts through such noise is solid proof.
Your credibility is defined by how you cement it: client testimonials, bylines, media features, and perhaps a book. They are strong trust signals. They tell readers: “This person isn’t sh**ting around. He/she means serious business.”
Start small. Publish content in your preferred niches/industries. Read more about what’s going on in these fields. For instance, this LI post where the author, Asif Ali, dives into freelancing and its hidden economics.
If someone within your circle works in that industry, interact with them. That’s a huge plus. They walk you through the ground reality and offer you raw insights about a particular concept or trend or technology.
Last (but not least), share a client win. In your manner. You can follow the case study format, but keep it conversational and humorous.
Interact Like A Human
I know it’s pretty well-documented, but I’ll still underline it.
It’s not just about what you say—it’s also about how you engage with readers through your content.
You might have a well-functioning website, a sharply polished LI profile. Great! But if you write snooze-worthy content that looks robotic or a corporate filler, people will scoff at your content and scroll down.
No need to spill out your private life, but you do need to sound as if a human is talking to another human. Tell about your career path in multiple stories. Share your ups and downs, tips and tricks. Don’t overshare, but keep it concise yet insightful.
Speak plainly.
I once shared about how I have been dealing with writer’s block (whenever I face it), without getting bothered if people will understand. While it didn’t get much engagement (My workload doesn’t leave me with energy to post on LI), it got support with a few likes.
You can build more trust with vulnerability than any slick presentation.