How originality builds customer trust online

A while back, we launched a client’s personal brand. His 2nd post went viral: 2,228 likes, 161,353 impressions. These 3 things DIDN’T make it go viral: - fancy formatting - a “viral topic” - algo hacks It came down to something much simpler. 4 things to be exact: 𝟭. 𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝗹 𝗦𝘁𝗼𝗿𝘆𝘁𝗲𝗹𝗹𝗶𝗻𝗴 He opened up about living a double life. For years, he was pursuing a career as an artist, while working at a corporation. Nobody at his company knew about his artistic side. That raw honesty painted a picture of what he went through. He even quoted real conversations with coworkers. 𝟮. 𝗦𝗽𝗲𝗰𝗶𝗳𝗶𝗰𝗶𝘁𝘆 He explained exactly how he kept the “artist life” hidden, how it felt juggling late-night gigs with early-morning meetings, and the tension it created. When you’re that specific, people instantly grasp your situation. 𝟯. 𝗩𝘂𝗹𝗻𝗲𝗿𝗮𝗯𝗶𝗹𝗶𝘁𝘆 He showed a side of himself not everyone sees. Sharing that vulnerable moment creates an emotional reaction with readers. It builds immediate trust. When someone says, “Here’s a part of me you don’t usually get to see,” we naturally lean in. 𝟰. 𝗢𝗳𝗳𝗹𝗶𝗻𝗲 𝗖𝗿𝗲𝗱𝗶𝗯𝗶𝗹𝗶𝘁𝘆, 𝗢𝗻𝗹𝗶𝗻𝗲 𝗣𝗮𝗰𝗸𝗮𝗴𝗶𝗻𝗴 He already had a story worth telling. We simply extracted it, packaged it for a one-to-many setting, and let his authenticity drive the engagement. We didn’t invent anything; we just brought out what was inside him. 𝗧𝗵𝗲 𝗕𝗜𝗚 𝘁𝗮𝗸𝗲𝗮𝘄𝗮𝘆: As content strategists, we don’t “create” success or interesting stories. We just extract what’s already there - and distribute it in a way that resonates. That’s it. That’s the “secret” to virality.

One of the greatest opportunities I see for the next generation of client-facing professionals: Being the ones who can read and exercise the norms, whether with colleagues or clients, and still infuse their own personality into the work. Those who can master this will be the ones who build stronger relationships and ultimately win more business. Sure, the pendulum has swung hard toward AI efficiency. And proficiency in it will likely be an essential skill. But over-relying on it? That comes with a hidden cost: it can dull the skills of empathy, discernment, and human connection. I suspect it might become tempting to believe that the safest path to employment and promotion is to keep your head down in automation:  Follow the prompt exactly, never straying from the template, and assume that originality is too risky. But customers can feel when you’ve disappeared behind automation… and it seems that they don’t love it. According to Salesforce, 52% of customers say they’re willing to pay more for a great customer experience, and they define that experience as one that feels more personal and less automated. That means the professionals who keep showing up with genuine connection won’t just feel different (in a good way!), they’ll be the ones winning more trust and more business. This humanness will be the differentiator. Some easy ways to practice this is to start by noticing the social norms, and then thoughtfully adding personality to them. Like: ☑️ Pay attention to how experienced colleagues communicate with clients. What tone do they use in emails, how do they open conversations, how do they handle pushback? How can you use that as a framework and then infuse your personality into it? ☑️ Notice how client meetings start. Do they jump right into business, or spend a few minutes building rapport? What do you know about the client that you can chat about beyond asking about the weather :)  ☑️ When you send a recap or follow-up, include a warm line or a small personal detail you remembered, instead of relying solely on a template. Because if more than half of your customers are willing to pay more for an experience that feels human, it’s a skill worth exercising to make sure they get it! #YouthSkills

Not more funnels. No more DMs. You need more trust. If you’re a coach, freelancer, or founder trying to attract dream clients… this is the part nobody tells you: --> People don’t buy offers. --> People buy trust. Your next client is already watching. They’re reading your posts. They’re asking themselves: “Do I feel seen? Do I feel understood?” If the answer is yes—you’re halfway there. Trust has already done the selling. But if your content sounds like everyone else’s? Your dream client scrolls right past. 🙃 Here’s how to start building trust today: ✅ Speak their language Use the exact words they use to describe their struggles. Reflect their reality. ✅ Share specific stories Stories stick. Show them you’ve been there—your journey is your credibility. ✅ Offer micro-wins Don’t just inspire—equip. Teach something useful that creates a tiny result fast. This is what I shared at the eChai Ventures Mumbai event on personal branding. It resonated deeply—because it’s real. It works. People don’t follow the loudest voice. They follow the one they trust the most. So next time you post, ask: “Will my dream client feel like I get them?” That’s how content becomes client-magnetic. — How are YOU building trust? Let me know in the comment section.