Why “Authenticity” Is Overrated
(And What Actually Builds Trust Online)
Why “Authenticity” Is Overrated
Gut-Punch Truth: “Authentic” Doesn’t Always Mean Trustworthy
Let’s get this out of the way:
If your idea of “being authentic” is dumping your emotional laundry onto strangers online…
You don’t have a personal brand.
You have a therapy session without the couch.
And no, it’s not building trust.
It’s building awkward tension with people who were just looking for help, not your life story.
Back in the early days, I hit “send” on what I thought was my most “vulnerable” email ever.
I opened up about burnout. Compared funnels to failed relationships.
Tossed in some poetic bits about “alignment” and “seasons of life.”
You know, the usual soul soup.
The result?
8 unsubscribes
2 pity replies
0 clicks
Meanwhile, a plain-text email I wrote two days later, breaking down how I fix broken checkout pages, got 18 replies and 6 sales.
That’s when it hit me:
Being real doesn’t mean being raw.
It means being relevant.
What Actually Builds Trust Online (Spoiler: It’s Not Crying on Camera)
Forget the “just be yourself” advice.
What people actually trust is consistency, competence, and calm clarity.
Here’s how that looks online:
1. Deliver Value Like Clockwork
Trust is built when someone knows what they’re going to get from you, and that you’ll actually show up to give it.
That means:
Send emails on a schedule (not just when you’re “inspired”)
Give real help, not abstract vibes
Use stories to teach, not just to vent
2. Be Predictably Useful, Not Emotionally Volatile
People don’t want your messy middle, they want your map.
If you share a struggle, cool.
But always pair it with:
What you learned
What you changed
How they can use it
TMI isn’t brave.
Teaching from experience is.
3. Speak Clearly. Avoid Hype.
Trustworthy voices are:
Calm, not chaotic
Direct, not dramatic
Specific, not vague
Say what you do. Show how it works.
No “quantum launch feminine scaling vortex” required.
4. Repeat Yourself on Purpose
Yup. Say the same message, in different ways, again and again.
Because trust isn’t built with newness.
It’s built with familiarity and repetition.
You’re not boring, you’re becoming reliable.
Big Lesson
“Authenticity” is a feeling people get when you show up consistently with clarity, not when you overshare on the internet.
You don’t need to post a crying selfie.
You don’t need to air your trauma to earn clicks.
You just need to:
Say what you do
Mean what you say
Help when you show up
Simple. Repeatable. Respectful.
Proverb Worth Remembering
“Clarity builds trust. Consistency keeps it.”
What About You?
Ever been told to “just be more authentic”, and ended up spinning your wheels?
Hit reply and tell me what that looked like for you.
And if you’re not sure what your trust-building message even is…
I’ve got a short worksheet called:
“Your One Message That Builds Trust”
It’ll help you ditch the drama and nail the signal you want to be known for.
Reply with “trust me” and I’ll send it your way.
And hey:
• Save this for when you feel like oversharing
• Star it for future panic-post prevention
• Share it with someone whose “authenticity” is tanking their engagement
Fun Fact:
The word “authentic” comes from the Greek authentes, meaning “one who acts on their own authority.”
Originally, it meant doing what works, not sharing your feelings with strangers.
Somewhere along the line, we turned it into online group therapy.
Let’s bring it back to what matters: doing what’s true, not just what’s raw.
#AuthenticityIsntEverything
#BuildTrustOnline
#NoHypeMarketing
#SolopreneurTruths
#ClearNotChaotic
#TrustOverTricks
#EmailMarketingTips
#PersonalBrandReality
#ShowUpSmart
#QuietlyPowerful
Daniel Throssell-style Subject Lines:
“Just be authentic,” they said.
Pre-header: Cool. I did. And lost 8 subscribers.Being “real” isn’t enough. Here’s what actually builds trust.
Pre-header: Because vulnerability ≠ value.I almost cried on camera. Here’s why I didn’t.
Pre-header: (And what I sent instead that made 6 sales.)
Till next time,