According to data, 62% of Americans say the single most influential marketing that will cause them to buy is testimonials.
They didn’t say ads.
They didn’t say pretty websites.
They said testimonials of real people sharing their real experiences.
I deeply believe that as AI becomes more integrated into our world, the thing that will actually break through isn’t perfection…but humanity.
People don’t want perfect.
They want real.
They want to see your face, not just your logo.
They want to know who you are, not just what you do.
When people trust you offline, it’s usually because they see you at soccer games, church, the grocery store, etc.
Online is no different.
If you want people to trust you, they need to see you as a real human being.
Here’s one example from my own life to help you understand what “being real” means in practical terms.
The Story I Was Afraid to Share
For a long time, there was one part of my life I never wanted to share: my faith.
As a data nerd and skeptic, I studied history and archeology, and through that journey, I became a devout Christian.
But I was terrified of talking about it.
One night while putting my son to bed, he asked me, “Daddy, where does God live?”
That moment shook me.
I realized if I died before I had the chance to tell my sons how I moved from skeptic to believer, they might never know.
So I started recording my story.
What began as a personal project turned into a 27-hour podcast called Eternal Life: 7 Questions Every Intelligent Skeptic Should Ask About Jesus.
I thought releasing it to the public would ruin my credibility.
And in truth, we did lose two clients who weren’t comfortable with it.
But then something surprising happened…
Hundreds of people came closer.
They said things along the lines of, “Now that I know who you are, I feel so much more comfortable doing business with you.”
Why Who You Are Matters More Than What You Do
You might not have realized this, but 67% of Americans say they would spend more money with companies whose founders share their values.
For older millennials, that number jumps to 80%.
Think about that.
People aren’t just buying your product.
They’re buying you.
That’s why at Brand Builders Group we coach people to divide their content into two lanes:
- Your feed: Share what you do, including your tips, expertise, and insights.
- Your stories: Share who you are, including your family, your travels, your faith, your quirks.
This balance is what creates connection.
It’s how you attract people with your expertise and convert them with trust.
How to Multiply Yourself Through Content
So how do you put this into action?
Here’s the process we use for some of the biggest personal brands in the world:
- Record a 6-minute video answering one question your audience cares about.
- Turn that into multiple assets: a blog, a LinkedIn post, carousels, short reels, and a polished video for YouTube.
- Repurpose everywhere. Suddenly, one short video becomes weeks of content across multiple platforms.
It’s less about being everywhere and more about being seen consistently as you.
If you feel awkward sharing your story and not sure exactly how to show up authentically online, schedule a free brand call with my team at Brand Builders Group.
We can help you clarify your message, scale your reputation, and build a personal brand that earns trust.
(Bonus tip because you read to the end: Save the best for first.
When you’re creating content, share your best strategy/strongest insight/boldest story right away.
Don’t be scared to give your “best” away for free because people pay for organization and application, not information.)
