People are tired of polished content. Tired of "authentic" service providers who sound like everyone else. Tired of coaches and consultants who post inspiring quotes but never show what it actually looks like to run their business.
And as a vegan service provider, you might think you're exempt from this skepticism — because you actually care, and people can see that.
But that's not how trust works anymore.
Your potential clients are doing their homework. They're reading your about page, scrolling your social media, watching how you respond to comments, and trying to figure out one thing: is this person real?
The problem: "transparency" has become another buzzword
Most service providers talk about transparency the way they talk about authenticity — as a box to check, not a practice to live by.
They'll share a behind-the-scenes photo. They'll write a heartfelt caption. And then they disappear back into polished, curated content that says nothing real.
People notice.
Here’s the challenge with transparency — you have to expose yourself. And that is such a vulnerable process that many of us shy away from it, especially as coaches. When you feel like you’re supposed to have all the answers, it’s hard to admit when you’re unsure. But I’ve found that uncertainty can actually be a superpower.
When I started my business, I wanted to help so badly that if I didn’t know something, I would research it, investigate it, and go on a tangent just to prove I could figure it out. I was trying to know it all. But I had to learn something the hard way: most people don’t want to learn from a know-it-all. They want someone who understands their journey. Their struggle. The messy, uncertain middle of building something from nothing.
So instead of trying to impress everyone, I started admitting when I don’t know. I share my missteps. I provide insight into the fear we all feel about getting it right. And I try to walk beside my clients instead of pretending I’m ten steps ahead.
That shift didn’t make me less credible. It made people trust me more. Because when I do say “I know this works”, they believe me. I earned that by being honest about the things I’m still figuring out.
What real transparency actually looks like
You don't need to have everything figured out before you talk about it. Sharing what you're currently working on — your experiments, your questions, your uncertainties — makes you more relatable, not less credible.
Instead of only posting about a finished program launch, share: "I'm testing two different approaches with clients right now and honestly, I'm not sure which one works better yet. Here's what I'm trying..."
People don't need you to be perfect. They need you to be real.
2. Admit when you mess up — and show how you're fixing it
Mistakes happen. A client call goes sideways. You overpromise on a timeline. You say something in a post that doesn't land the way you meant it.
The service providers who build trust aren't the ones who never mess up — they're the ones who own it when they do.
Instead of going quiet or pretending nothing happened: "I got this wrong. Here's what happened, here's why, and here's what I'm doing differently."
That's not a weakness. That's integrity. And people remember it.
3. Let people see the human behind the business
Your clients aren't hiring "a brand." They're hiring you.
So let them see you. Let them hear your voice. Let them know the person making the decisions, answering the emails, showing up on calls…
Instead of: "We're excited to announce our new program..." Try: "I've been working on this for three months, and I'm nervous to share it — here's what it is and why I built it."
Small tweak. Completely different feeling. Suddenly, you're not a faceless business — you're a person they can connect with.
4. Be clear about what you stand for — and what you don't
Transparency isn't just about what you share. It's about what you stand for.
Your audience wants to know: what do you actually care about? What won't you compromise on? What values drive your decisions?
And here's the uncomfortable part: when you're clear about your values, some people won't like you. That's fine. Because the people who do align with your values will trust you far more deeply.
Instead of staying neutral on everything, "I only work with clients who are committed to doing the work. If you're looking for a quick fix, I'm probably not the right fit — and that's okay."
Being clear is what builds trust. Vagueness erodes it.
5. Respond like a human, not a PR team
When someone asks a question, answer like a person. When someone leaves a comment, reply as if you're talking to a friend.
Instead of: "Thank you for your feedback. We value all customer input." Try: "Honestly, I've been thinking about this exact thing. Here's where I'm at..."
People can tell the difference. And they'll trust you more when you sound like one of them.
Your one thing this week:
Pick one place where you've been hiding behind your brand — your about page, your Instagram bio, your email signature, even the way you respond to DMs — and rewrite it in your actual voice. One sentence is enough. Just make it sound like you.
Try it. Reply and tell me what you changed.
