Sweat Equity – Why Nobody Trusts Your Brand (And How To Fix)

Podcast: Sweat Equity
Hosts: Alex Garcia & Brian Blum, (Marketing Examined)
Episode Date: September 2, 2025

Brief Overview

In this episode, Alex Garcia explores why trust in advertising and brands has hit a record low—and, crucially, actionable ways your brand can rebuild that trust through content marketing. Going beyond theory, Alex breaks down the three most effective approaches—building in public, leveraging social proof, and demonstrating subject matter expertise. Real, successful brands are highlighted for each strategy, with practical ideas to implement in your own business.

Key Discussion Points & Insights

1. Why Brand Trust is at All-Time Lows

• Traditional advertising is increasingly ignored or mistrusted.
• Building trust must move beyond classic promotions: “It's essentially impossible to grow a business without [trust].” (00:00)
• The scariest—but most powerful—tool is content creation. Many brands miss this opportunity because it feels uncomfortable or unfamiliar.

2. Three Core Ways to Build Trust Through Content

Alex details each method with critiques and real brand examples.

A. Build in Public

• Definition: Openly share your journey, mistakes, upgrades, and milestones—not just the highlights.
• Example: Glizzy Street Dog
  • Two teens start a bacon-wrapped hot dog stand, document everything on TikTok and Instagram.
  • Their journey covers context (“summer hot dog business”), conflict (“what if no customers come?”), and resolution (“sold over 20 hot dogs”).
  • This transparency and “wholesome” storytelling makes viewers want to support them.
  • Notable Quote:
    • “They're just being themselves... people are very in demand for transparency instead of being polished.” (05:14)
  • Content Tactics:
    • Launch video, milestone updates, upgrade announcements (new cart, canopy, mist fan, payment methods, new menu items).
    • Let readers feel part of the journey; celebrate small upgrades and shout out helpers/supporters on the way.

B. Create Social Proof

• Definition: Show real people authentically enjoying and responding to your product—live, unfiltered, and unforced.
• Example: Elijah’s Hot Sauce
  • Uses street interviews and “taste tests” to capture genuine reactions.
  • Headline overlays are essential for engagement (for silent viewers).
  • Viewers notice: “Didn’t force a sale at all. Let’s his product do all the talking.”
  • Notable Quote:
    • “You can't do that... running meta ads... You cannot build that trust... just putting it in front of people in a paid way.” (10:00)
  • Other brand mentioned for this tactic—Dr. Malaxin—uses hundreds of real TikTok videos showing people use their “peel little lotion,” addressing buyer skepticism through demonstration.
  • Takeaway: Get into your community. Record frequent, real-world interactions with your product instead of just relying on paid ads.

C. Demonstrate Subject Matter Expertise

• Definition: Prove your credentials by answering questions, showing behind-the-scenes actions, and sharing genuinely helpful expertise—not just making claims.
• Example: Bearded Butchers
  • Sell seasoning by making deeply engaging and educational butcher content (e.g., “cutting a Wagyu section”).
  • Mixes titles, ASMR content, and visually intriguing actions to hook and educate viewers.
  • No Meta ads running—their organic content drives 120,000+ visits a month.
  • Notable Quote:
    • “[Trust] is about believing what someone is saying. It's kind of that simple. So how do you prove it? Well, you don't say ‘I'm the best butcher in the world’...” (12:20)
  • Practical Tip:
    • Use interesting hooks (“What does your shorts inseam say about you?”) and stimulating visuals to answer real customer questions, building authority and trust over time.

Notable Quotes & Memorable Moments (with Timestamps)

• Setting the Scene:

  • “Trust in advertising has hit an all time low, but it's essentially impossible to grow a business without it.” (00:00, Host)

• On Building In Public:

  • “They’re just being themselves, and it’s a leg out that they’re young and doing business stuff. By being genuine, you’re going to build that familiarity. People don’t want polished things. They want to see real authentic.” (05:14, Host)

• On Social Proof:

  • “Can’t do that—you know, running meta ads… You cannot build that trust in your product just putting it in front of people in a paid way.” (10:00, Host)

• Elijah’s Customer Interaction:

  • “Anyone else satisfied with how nice the advertiser is?... Did a great conversation, didn’t force a sale at all. Let’s his product do all the talking.” (10:16, referenced viewer comments)

• On Demonstrating Expertise:

  • “Trust is about believing what someone is saying. It’s kind of that simple. So how do you prove it? Well, you don’t say, ‘I’m the best butcher in the world.’” (12:20, Host)

• On the Bigger Picture:

  • “Every brand is now able to run static image ads at scale… [customers] are going to want to drift towards things that are real, that are transparent, that are not polished, and most importantly, that they trust.” (18:23, Host)

Timestamps for Key Segments

• 00:00 – Introduction: Trust Crisis & Content Opportunity
• 01:50 – Build in Public: Glizzy Street Dog, Storytelling Tactics
• 04:00 – Milestone Content: Updates, Community Engagement
• 06:36 – The Value of Genuine, Unpolished Content
• 07:20 – Social Proof: Elijah’s Hot Sauce, Capturing Authentic Reactions
• 10:00 – Headline Usage: Tools for Video Engagement
• 11:22 – Community Activation: Real Product Interactions
• 12:20 – Subject Matter Expertise: Bearded Butchers & Educational Hooks
• 14:00 – ASMR & Visual Elements to Demonstrate Expertise
• 18:00 – Recap: Three Pillars of Content-Based Trust
• 18:23 – The AI Content Onslaught & Imperative for Authenticity

Takeaways & Actionable Ideas

• Don’t Overthink Authenticity: Document even mundane milestones—they’re trust-building moments.
• Capture Real Interactions: Get out into the real world; let customers demo and react to your products on camera.
• Educate, Don’t Just Claim: Become the most helpful/knowledgeable resource in your niche—content is the proof of your expertise.
• Leverage Visual Hooks: Use strong titles/headlines and arresting visuals, especially for video.
• Stay Human Amidst AI: As more brands automate and polish content, realness and transparency will become increasingly valuable and (paradoxically) rare.

“People are craving real world stuff because a lot of the rest of media is coming across very stale, extract.” (11:00, Host)

For further questions or episode ideas, Alex encourages comments and feedback from real listeners, teasing upcoming guest appearances and a return to the studio soon. Catch the next Sweat Equity episode for more creative marketing breakdowns and actionable strategies.