Beat the Trust Recession with Copy That Connects
APPLE PODCASTS | SPOTIFY | YOUTUBE
Today we’re talking about trust and the absolutely stunning opportunity we have as marketers to build trust and become someone that people LOVE to buy from.
Because everyone keeps throwing around this phrase:
“We’re in a trust recession.” almost as if it’s synonymous with, “People just aren’t buying like they used to.”. BIG eye roll.
And I keep hearing it used as a blanket excuse for low sales.
So in this post, we’re going to dig into:
What the trust recession actually is
How we got here
What builds and breaks trust
How to use copywriting to create what I’m calling a trust renaissance in your business
When you build trust, you’re not just getting more sales short-term. You’re building a brand people love to buy from regardless of what ‘season’ buyers are in. A brand they feel connected to… and TRUST.
NOTE: You can listen to my thoughts on this in podcast form. Listen here, or keep scrolling to read the full post.
What Is the “Trust Recession” (And How Did We Get Here)?
When I was in high school, I had this quote written on the inside cover of my planner:
“Trust takes years to build and seconds to lose.”
Because when we talk about a trust recession, we’re talking about an erosion of relationships. In short, a trust recession comes from
People are trusting each other less – and for good reason.
And honestly? They shouldn’t.
A few big reasons why:
AI blurs reality
We’re being bombarded with images, videos, and messages that look human… but aren’t. Everyone has a parent or auntie who’s sent them some weird AI-generated video they honestly thought was real, and it leaves us questioning every piece of content we see.I’m gonna pick on the government for a sec
I was recently watching a documentary about the war in Vietnam, and the narrator stated that before that war, people generally trusted the government. That happened way before my lifetime, but I have seen a significant erosion of trust in the ‘powers that be’, just in the last 10 years.Scams at every level
One of my friends — a legit influencer — was “invited” to be on Amy Poehler’s podcast. It looked real. The email URL was legit, she talked to a person on the phone about logistics, and was about to book her flights to LA before realizing it was a scam. The sophistication of the rip-offs is getting too damn high!Catfishing culture in life & business
From romance scams to fake gurus, we collectively hear stories about people getting burned on the daily. And don’t even get me started on the coaches and course creators of the 2020 era that left entrepreneurs $10k poorer and super jaded after shitty experiences. That lingers in the collective nervous system.
And then there’s the part we don’t talk about enough…
We’ve also learned not to trust ourselves.
So much marketing messaging is built on:
You’re not enough, but this product will fix it.
You’re not pretty enough → buy the face cream.
You’re not smart enough → buy the course.
You’re not good enough at writing → buy ChatGPT Pro.
So now we don’t fully trust other people or our own judgment.
People are not in a spending freeze. They’re in a validation freeze.
They still spend. But they:
Take longer
Need more proof
Want more relationship and reassurance
That’s the trust recession.
Now here’s the opportunity:
You can build a trust renaissance in your own corner of the internet.
What Builds (and Breaks) Trust Before You Ever Touch Your Copy
I’m a copywriter. So of course the rest of this post is going to be about how your words are what is going to build trust. But copy doesn’t exist on its own. So, what else goes in to building trust in addition to your copy?
1. Proof of Humanity
People want to see the face and human behind the business.
That could look like:
Going to conferences or events and simply talking to people
(One of my friends booked out a full year from like three events. No complicated funnel. Just showing up.)Showing your face in videos on social media or in your emails
Using real photos in your marketing — not heavily AI-generated avatars
Your brain has a built-in threat detector called the amygdala. If something feels “off” or uncanny, your amygdala throws up a wall. Until that wall comes down, nobody is thinking clearly about desire, transformation, or your offer.
This is why a slightly messy iPhone video with a few stumbles will often outperform a hyper-polished, overproduced one.
How to Use Copy to Build Trust
Okkkk now my copywriter brain is excited, so let’s dig in to how to use copy to build trust with your ideal audience so that they’re stoked to buy from you.
1. Let It Sound Like a Human (Not a Bot)
When you write your own copy, your natural quirks come through: the way you use punctuation, the words you default to, the rhythm of your sentences all play into this. It’s your brand, so lean in to being yourself, not just an AI version of what it means to be ‘quirky’ or ‘punchy’ or ‘conversational’. Be you, boo.
Both you and AI LLMs have ‘tells’. But let’s focus on your tells being your quirks that people feel connected to, rather than grammatically perfect versions of what you’re trying to say.
2. Use Storytelling That Centers Your Readers’ Transformation
We all learned “beginning, middle, end” storytelling in third grade. And we get to use it in our marketing now! However, rather than the end of the story being your conclusion (buy now), it’s your reader’s (the transformation after buying).
That looks like:
Beginning – where they are now (their current problem or frustration)
Middle – the moment they decide to work with you / buy the offer
End – the transformation after they’ve worked with you
Most people stop the story in their copywriting at: “And then they signed up with me.”
That’s your happy ending, not theirs.
Your client’s ending, and the story you should be telling, is the transformation like:
“I don’t dread tax season anymore.”
“I’m not buried in admin tasks every day.”
“I feel confident selling this offer.”
Tell that story. Over and over. In their words. They will trust you because they’ll sense that you understand them.
3. Anchor to Identity, Belonging, and Self-Actualization
Previous blog posts have touched heavily on sales psychology, and Maslow’s Hierarchy of Needs.
But ultimately, what you need to know is that as marketers and entrepreneurs marketing our own businesses, we’re not selling “will you survive?” (aka food, water, shelter).
Our audiences are buying for:
Identity
Belonging
Self-actualization
So your copy has to say:
“I see who you are, I get what matters to you, and this is how this fits into the story you’re already telling yourself about your life and business.”
When someone feels understood, they relax. And it is your job to create a safe container on your website or sales page for people to feel vulnerable enough to seek you as the solution to their identity-based needs.
Copy Is a Container for Trust
Copy drives trust. It does so by being easy to navigate, showing clear deliverables, and complementing all areas of your marketing (like your images, design, etc).
Great copy doesn’t manipulate, but rather mirrors and understands.
When your reader thinks, “Oh. She gets me.”, you’re on your way to building trust.
And when they trust you, they’re far more likely to buy from you, refer you, and keep coming back.
Want Help Writing Trust-Building Copy Every Week?
If your sales are down, and your instinct has been to:
Lower your prices
Run more “last chance” promos
Write more copy to ‘sell harder’
…but you haven’t been building real relationships and trust along the way?
That’s fixable.
That’s exactly what we do inside Copy On Demand.
You get:
4 copy reviews per month – anything from sales pages to emails to ad copy
personalized feedback in the context of your business
a quarterly 1:1 call with me
trainings and resources based on real questions members are asking
discounts on done-for-you copy if/when you want me to step in and just write it
This year alone, I’ve:
reviewed over 1,600 pieces of copy
worked on two dozen launches and campaigns in a done-for-you capacity
And the people who are selling the most?
They’re the ones being really freaking real online and letting a human either write or refine their copy.
If you’re ready to build trust and sell more, check out Copy On Demand here.
You can always find me on Instagram @nomad.copy or at nomadcopyagency.com.
Helpful Resources:
Learn about Copy On Demand (only open 1x/year!)
Get on my calendar - if you’d like me to write your sales pages for you!
Connect with me here:
To view this episode with subtitles, visit my YouTube channel here
