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Why Trust Matters In a world filled with noise, people are tired of being “sold to.” Trust is now the most valuable currency in advertising and marketing. How do you build that trust? By showing, not telling. This means letting your actions, stories, and proof speak louder than any claim you make. Let’s explore how this works with real-life examples and practical steps you can take. The Power of “Show, Don’t Tell” Imagine this: You’re walking through a market, and two food vendors are selling apples. One vendor loudly claims, “These are the best apples you’ll ever taste!” The other vendor cuts a slice of an apple, hands it to you, and lets you try it. Which vendor do you trust more? Probably the one who let the apple speak for itself. Cody Sanchez, a successful investor and entrepreneur, explains how this principle applies to business. Instead of saying, “My strategies work,” she demonstrates them by documenting real-life examples of businesses she’s bought and transformed. She walks her audience through the process, showing the results step by step. Lesson: Don’t just make claims—prove them. Whether it’s testimonials, demonstrations, or behind-the-scenes content, let people see your expertise in action. How to Build Trust with Your Audience Here’s a step-by-step guide to creating marketing and advertising that resonates with people: 1. Be Transparent • Share your journey, including both successes and challenges. • Example: A content creator documents their daily grind of building a YouTube channel, including the mistakes they make and how they learn from them. 2. Use Real Stories • People connect with narratives, not statistics. Share stories of how your product or service has helped someone. • Example: Instead of saying, “Our course will grow your business,” showcase a student who used your course to achieve tangible results. 3. Provide Proof • Let your results speak for themselves. • Example: A fitness trainer doesn’t just say, “You’ll lose weight.” They show before-and-after progress pictures of their clients or share a live session of their techniques.