There is no denying the advantages of marketing on social media and having an online presence. It’s a powerful opportunity to connect directly with customers, but it also comes with a challenge. In a world full of salesy ads and constant digital noise, consumers are more marketing-savvy than ever. They can quickly tell the difference between a brand that truly wants to help and one that’s only after a quick sale.
In fact, 81% of consumers say they must trust a brand before making a purchase. When people trust your business, they don’t just become loyal customers, but loyal advocates as well. One way that small businesses can build that kind of invaluable trust is by not coming across as pushy or overly promotional.
6 Way to Build Trust Through Genuine Engagement
Trust doesn’t happen automatically; it’s earned through consistent, honest, and helpful interactions with your audience. Here are 6 ways small businesses can create consumer confidence without sounding salesy:
1. Present as Authentic, Not Perfect
People connect more to people than to polished, salesy corporate voices or empty promises. Authenticity starts with being honest about who you are, what you offer, and why you do it. Show the real people behind your brand. Share your story, motivation, and the values that guide your business.
What to do:
- Use conversational language in your marketing (write how you talk).
- Show behind-the-scenes videos of your team or process.
- Be transparent about expectations, limitations, or challenges.
What to avoid:
- Overpromising or making grand statements like “We’re the best in the world!”
- Copying big-brand slogans or using buzzwords that don’t fit your voice.
- Pretending to be something you’re not.
2. Focus on Helping, Not Selling
The most trusted brands lead with value. Instead of focusing solely on pushing your product or service, give people useful insights or actionable tips related to what you offer. This positions your business as both knowledgeable and helpful.
Whether through blogs, short videos, email, or free consultations, focus on creating content that solves real problems. When people find your advice valuable, they’ll begin to view your business as a trusted resource, and are more likely to share your content with others.
3. Listen Before You Reply
Too many businesses talk at their audience instead of listening to them. Monitor comments and reviews to understand your audience’s needs and adjust accordingly. When responding to comments, be personal and prompt (not robotic). Customers can spot an automated reply instantly, and nothing feels more salesy than a response that lacks authenticity.
4. Use Social Proof Effectively
Social proof builds trust when it feels genuine. Highlight real customer stories, share balanced reviews that include both pros and cons, and use actual photos or videos whenever possible.
Avoid fake or overly polished testimonials and steer clear of false urgency tactics like “Only 2 items left!” unless it’s truly accurate.
5. Tone Matters: Salesy vs. Genuine Examples
As the saying goes, “it’s not what you say, but how you say it.” Here are a few quick examples showing the difference between connecting to the customer and explaining your product/service, versus conveying urgency or pressure:
Example 1: Promoting a new product
- Too Salesy: “You need this product right now! Don’t miss out!”
- Genuine: “Our customers love how this product simplifies their day. Try it and see for yourself!”
Example 2: Describing your brand
- Too Salesy: “We’re the #1 company for all your needs!”
- Genuine: “We’re a small team that’s passionate about helping customers find simple, effective solutions.”
6. Be Consistent
As a business owner, consistency is key from day one. Real trust takes time to build; it’s earned through authenticity, clear communication, dependable quality, and a strong brand identity. Show up regularly in your emails, posts, and customer interactions, always delivering the same values, tone, and level of care. That reliability is what turns casual customers into loyal fans.
The Bottom Line: Salesy Gets in the Way of Making a Sale
Budgets and targeted campaigns will always play a big role in effective marketing, but without authenticity and consistency, you won’t get far. The most effective marketing shouldn’t feel like marketing at all.
Partner with Fat Guy Media to build a brand your audience will genuinely connect with no “salesy tactics required.”
