How to Establish Trust with New Audiences

by D'Arcy Benincosa

Listen on:
APPLE | SPOTIFY

In today’s episode of Play It Brave, we’re exploring the often-overlooked aspects of branding that go beyond logos and fonts. Dr. Chelsea Shields, a 4x TED speaker and expert in placebo effects and human behavior, joins me to share her powerful insights into building trust with your audience. We dive into how body language, communication style, and relatability can transform how your audience perceives you and your brand.

We discuss how to use your body and voice as brand assets, why perfection can actually hurt your relationships with potential clients, and why building trust means being intentional in the way you present yourself—physically, mentally, and emotionally.

Whether you’re working on your personal brand, business, or just looking to connect with your audience on a deeper level, this episode has the tools and tips you need to build trust and visibility the right way.

10 elements that establish trust for businesses:

1. The 5:1 Value Scale

Before asking your audience to take any action, focus on creating value for them. Follow the 5:1 value scale, where you provide five pieces of valuable content or resources for every one call-to-action (CTA). By consistently offering value and addressing their needs, you demonstrate your commitment to their success, fostering trust and credibility.

2. The Power of Body Language

Your body language speaks volumes about your communication style and can influence how others perceive you. Pay attention to how you hold your body and use your hands, as it conveys confidence and openness. Maintain an open stance, showing your jugular, to display confidence. Avoid crossing your arms, which may signal defensiveness or fear.

3. Practice Makes Perfect

Effective communication is a skill that can be refined through practice. Whether it’s public speaking, presenting, or networking, dedicate time to hone your communication abilities. Practice speaking in a lower and slower voice, as it exudes wisdom and can help captivate your audience’s attention.

4. Speak, Move with a Lower and Slower Voice

When engaging with new audiences, the way you speak and move can significantly impact how you are perceived. Aim for a lower and slower voice, as it conveys authority, wisdom, and confidence. As individuals age, their voices tend to naturally lower, and this lower pitch is often associated with experience and knowledge. Speaking at a deliberate pace allows your audience to process your words effectively and creates an aura of thoughtfulness. By adopting a lower and slower voice, you can exude a sense of wisdom and establish trust with new audiences.

5. Open Stance

When engaging with new audiences, your body language plays a crucial role in conveying trust and confidence. One key aspect of body language is maintaining an open stance. An open stance means keeping your posture relaxed, standing tall, and facing the audience directly. It involves keeping your arms uncrossed and your body facing forward.

6. Be Listened to or Looked at

Consider your goals when determining how you want your audience to perceive you. Dress and speak in a manner that aligns with your objectives. Recognize the pros and cons of both being visually appealing and being listened to attentively. Strive for an approach that resonates with your audience and supports your overall message.

7. Relatability vs. Perfectionism

While it’s important to showcase your expertise and achievements, remember that relatability plays a significant role in building trust. Strive for a balance between sharing your accomplishments and demonstrating your vulnerability. Avoid appearing too perfect, as it can make you unapproachable and hinder relatability, particularly with average individuals.

8. The Art of Code Switching

Code switching refers to adapting your communication style and behavior to fit different contexts. Define your role in each situation, ensuring authenticity without naivety. Be adaptable and responsive, demonstrating your ability to connect with diverse audiences while maintaining a sense of trust and credibility.

9. Mental Mantras and Body Rituals

Combat imposter syndrome and calm your nerves through mental mantras and body rituals. Develop affirmations or phrases that you can tell yourself to calm your heart rate and boost confidence. Incorporate physical rituals, such as deep breathing or power poses, to help you feel more grounded and self-assured.

10. Signal Alignment

Consistency is key in building trust. Ensure your actions align with your words and values. If you say one thing and do another, people will be left confused and distrustful. By demonstrating integrity and alignment, you reinforce your credibility and foster trust with your audience.

If you’re ready to make the same kind of impact that Dr. Chelsea helps billion-dollar brands achieve—but with a personal touch that speaks to your small business audience, my brand designer, Cassie is the branding expert you need. Cassie’s work is all about creating brands that are authentic, relatable, and designed to scale—and she specializes in helping entrepreneurs like you connect with your ideal clients in a way that feels natural, powerful, and impactful.

Want to see what Cassie can do for your brand? Check out her portfolio for the transformative work she’s done for small businesses just like yours: Mobile / Desktop. And if you’re ready to dive deep, she’s offering 3 exclusive brand openings for Play It Brave listeners! Her brand strategy, identity, and website design will give you the clarity and direction you need to step into your brand’s true potential. Spots are limited, so don’t wait—email gatheriecreative@gmail.com to claim your spot today.