The Worst Ways to “Earn” Trust (That People Think Actually Work)

Trust is the currency of marketing. Without it, campaigns fall flat, sales don’t stick, and partnerships fizzle out. Yet, time and again, we see businesses leaning on outdated, misguided or even sleazy tactics that they believe will build credibility, but in reality, do the opposite.

At The Marketing Detective Agency, we spend a lot of time unravelling why audiences disengage. And often, it comes down to one thing: brands trying to force trust instead of earning it. Here are some of the worst offenders.

1. “Trust me…”

The moment someone says “Trust me”, most people’s internal alarm bells start ringing. Why? Because genuine trust doesn’t need to be declared. It’s demonstrated over time. Saying it outright often feels like you’re covering up the lack of proof.

Better approach: Instead of telling people to trust you, show them why they should. Share transparent pricing, real customer stories, or demonstrate expertise through valuable insights.

2. “I know it sounds too good to be true, but…”

This phrase tries to disarm scepticism but often does the exact opposite. It plants the idea that what’s being offered might indeed be too good to be true, and now your audience is looking for the catch.

Better approach: If what you’re offering genuinely is a great deal, explain why it’s possible. Maybe it’s because of economies of scale, a limited-time offer, or efficiencies you’ve built into your business. Context builds credibility.

3. Overloading with credentials and jargon

Some businesses believe that the more acronyms, qualifications, or technical language they throw around, the more trustworthy they’ll appear. The truth? Most audiences don’t speak that language, and it often feels like smoke and mirrors.

Better approach: Keep it simple. Show that you understand your customer’s problems and can solve them. Expertise shines brightest when it’s accessible.

4. Over-promising and guaranteeing the moon

Bold promises can capture attention, but when they’re unrealistic, they damage trust quickly. “Guaranteed overnight success” or “We’ll double your revenue in 30 days” may get clicks, but they also raise red flags.

Better approach: Be ambitious but grounded. Set expectations honestly and highlight the results you have delivered for others, using specifics and proof points.

5. Manufactured urgency

Phrases like “Only 2 left in stock!” or “Offer ends in 3 minutes!” might drive impulse buys, but if customers later realise the urgency was false, the betrayal damages trust long-term.

Better approach: Create authentic reasons to act now—like limited-edition products, seasonal campaigns, or bonuses for early sign-ups. Scarcity works best when it’s real.

Trust Isn’t a Shortcut

These tactics try to fast-track credibility, but trust can't be faked. It’s earned through consistency, transparency, and delivering genuine value over time.

If you're curious to dig deeper into brand recall, why some brands are the first people think of when they need something, check out our article Spontaneous Recall: What It Is and Why It Matters. It's the perfect companion read to help you understand how memory + trust equals long-term marketing power.

Ready to Close the Case on Broken Trust?

If you suspect your marketing might be guilty of one of these trust-busters, let’s investigate together. Get in touch with The Marketing Detective Agency and we’ll help you build credibility that lasts longer than a quick sales gimmick.

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