My number one secret for creating content that gets you sales…is trust.
If you get people to trust you, they’ll buy from you, especially if you’re selling something that’s a big investment, whether that’s in money, time, or emotional energy.
Now, let’s be honest – there is nothing radical about trust; it has always been the foundation of good business. What is new, though, is how fast you can build that trust.
Don’t worry, I’m not about to share a blog full of magic hacks to gain people’s trust instantly, because the truth is they don’t exist (and let’s be honest, even if they did, it’d feel a bit… dodgy).
But there is a way to do it that works really well.
And that’s being ultra-transparent.
If you create content that’s bold in its honesty – no fluff, no hiding, just straight-up “here’s how it is” – you’ll build trust quickly.
And that trust turns into real sales. Not just clicks or likes, but clients and customers who choose you because they believe in what you’re doing.
So let’s break down what transparent content really looks like, and show you how a handful of brands are doing it incredibly well.
These aren’t just nice ideas. They’re practical lessons from real businesses, big and small, that are using transparency to build trust and grow faster.
Let’s dive in.
What does transparent content actually look like?
Before we dive into the examples, let’s make this real. Transparent content isn’t about dumping your deepest secrets or over-explaining every decision. It’s about giving your audience what they actually want: clarity, honesty, and the confidence to work with you.
That kind of trust starts with content like:
- A blog post that breaks down your pricing
- A “who we’re not right for” page that helps people self-select
- A behind-the-scenes video showing your process (warts and all)
- A story about something that didn’t go to plan (and what you learned)
- A FAQ page that answers the awkward questions most people avoid
This content isn’t always polished, but it’s powerful. Because when you stop trying to sound perfect and start sounding real, people notice.
Lesson 1: Show your working (example Buffer)
If I had a penny for every time I heard “show you’re working” in Maths class, I’d be a millionaire. And while I can’t say it’s come in handy since the invention of the smartphone, it turns out it’s a pretty good content mantra to showcase transparency in content.
One company who have embraced this is Buffer – a social media scheduling tool that helps you plan, schedule, and publish your content.
It’s a great tool, which I use myself, but here’s the thing – it’s not wildly different from the dozen other tools out there doing the same thing.
So, how do they stand out in a crowded, undifferentiated market?
They publish their team salaries and revenue and make their internal culture and numbers public.
And you might think: “Cool, but who cares?”
Well, their target customers are largely marketers, solopreneurs, and small teams, and they care a lot. They’re hungry to learn how great companies are built, and Buffer turns their business into an open-source case study.
But more importantly, this transparency builds huge trust.
It says:
“We’ve got nothing to hide. Here’s how we operate. Here’s what we pay. Here’s what we earn.”
And in a sea of tools that all do basically the same thing, that kind of openness makes them unforgettable.
How can you use this in your own content?
- Share your pricing model and why it’s structured the way it is
- Publish a breakdown of where your client’s investment goes
- Talk about your team structure or salaries (even ranges) if you’re ready to go there
Lesson 2: Break down the cost (example Everlane)
Next up is Everlane, a fashion brand that doesn’t just say they’re transparent, they live it. In fact, they refer to themselves as “radically transparent.”
But again, it’s not about being edgy for the sake of it. It’s about clarity and showing customers exactly what they’re paying for.
Click on any product on their website and you’ll find:
- What it cost to make
- How much the factory workers were paid
- The material sourcing breakdown
- Shipping costs
- How profits are split
Suddenly that £60 t-shirt doesn’t feel overpriced – it feels fair. Because when you see how many people benefit from that purchase, how many are paid fairly and ethically through the chain, the value becomes crystal clear.
Everlane doesn’t build trust by telling us they’re ethical, they build it by giving us the receipts – literally.
And that level of honesty gets people buying, not just once, but again and again.
How can you use this in your content?
- Break down the actual cost of delivering your product or service
- Show what your clients are really investing in (not just the deliverables)
- Educate your buyers, so they understand the value, not just the price
Lesson 3: help the buyer’s self-select (example Jammy Digital)
As a small B2B business, we’re not quite at the level of Buffer or Everlane (yet), but we punch well above our weight because we own our transparency.
It’s one of the main reasons our clients choose to work with us. And we want to show you that being open and honest has the power to build trust, no matter what size your business is
At Jammy, we create content that’s designed to help people make better buying decisions, even if that decision is not to work with us. The last thing we want is to take someone’s money if we’re not the right fit, as everyone loses if we do.
So we lead with transparency. Always. We talk openly about:
- What we charge (and why)
- Why might we be more expensive than another agency
- Who we’re not a good fit for
- Why we don’t pitch for projects (and what we do instead)
This kind of content doesn’t just set expectations, it builds trust before we’ve even had the first call. Because it shows people that we’re not trying to sell them something they don’t need, we’re trying to help them make the right decision. Full stop.
The result is that we work with better clients, projects run smoother, and there’s alignment from day one.
And we waste far less time on leads that were never a good fit to begin with. That’s the power of being open.
How can you use this in your content?
- Write a “Who we’re not for” post
- Be clear about how you work and why
- Set expectations before people get in touch
Lesson 4: share hard decisions (example Gillies & MacKay)
Gillies & MacKay, is the definition of content-led transparency – a family-run business in Scotland, they have turned the humble shed into a symbol of transparency and trust. By addressing common customer questions and concerns head-on, they position themselves as trusted advisors rather than just sellers.
And, how they do this, is by sharing the good, the bad, and the difficult…
One of their standout pieces is a blog post called: “Why we no longer build uninsulated summerhouses.”
Despite being a long-running customer favourite, they realised that the original summerhouse design didn’t serve customers any more – and in fact, was causing them issues. So they retired it, wrote about it and then introduced a better product (Radiata) to solve those problems.
It’s transparent. It’s bold. And it sells.
Their approach not only educates potential buyers but also builds a loyal community that values honesty and quality. In an industry where opacity is common, Gillies & Mackay’s dedication to transparency sets them apart. Their success underscores the power of being open and authentic in building lasting customer relationships.
How can you use this in your content?
- Talk about a product or service you stopped offering (and why)
- Share a real failure or challenge, and what you changed
- Use your blog to explain big decisions openly
Lesson 5: Own the messy middle (example TALA)
Another sustainable clothing line on the list is TALA, a brilliant example of how transparency doesn’t have to be loud or perfect to be powerful, it just has to be honest.
This isn’t a brand shouting about how sustainable and flawless they are. In fact, they’re quick to say “we’re not perfect”, and that’s exactly what makes them stand out.
TALA’s content and brand voice openly acknowledge where they’re still figuring things out. They make it clear they’re building toward something better, not pretending they’ve already arrived. That kind of honesty builds real trust. Especially in a space full of greenwashing.
In Vogue Business, Futerra’s Lucy Shea explains:
“The most effective kind of transparency doesn’t come from making bold claims; it comes from being honest about your progress, your problems, and your plan.”
That applies far beyond fashion. You can’t just say you’re honest, you’ve got to live it.
And in a world where most people can sniff out marketing fluff in half a second, that’s what earns trust and sells.
How can you use this in your content?
- Share what you’re still learning or figuring out
- Admit where things haven’t gone perfectly
- Don’t wait for perfection—build trust by showing your progress
So Why Does Radical Transparency Work?
Let’s be real for a second, there’s actually nothing radical about trust. But in today’s marketing landscape, where every other brand is still dodging the awkward questions, a little honesty feels revolutionary.
That’s the magic. Transparency works because most businesses still don’t do it. Or at least, they don’t do it well. They offer vague promises, fluffy values, and polished messaging, but when it comes to the actual stuff people care about (pricing, process, fit, risk), they go quiet, or worse, they hide behind layers of corporate-speak.
So when you come along and say:
“Here’s what we charge.”
“Here’s who we’re not right for.”
“Here’s what we’re still figuring out.”
…it cuts through the noise and tells your audience, loud and clear, that you’re not here to sell to everyone, but to help the right people make the right decision.
This creates better buyers, who aren’t full of unrealistic expectations, but fully informed, making way for smoother projects and longer relationships.
And ultimately, this builds trust, which is when the magic kicks in and your content starts converting.
So, transparent content isn’t just a “nice-to-have”; it’s a powerful conversion tool.
Ready to create a radically transparent content strategy?
If you’re ready to start building trust and turning it into actual sales, don’t overcomplicate it.
Start by thinking about:
- What’s one thing you normally keep behind closed doors?
- What’s a question your customers always ask that you wish you could answer more honestly? (Hint: you probably can).
This kind of content doesn’t just make you more relatable, it makes you different. And when your competitors are still dodging the hard questions, you’ll stand out without even trying.
If you’re not sure where to begin or want a content strategy that not only helps you stand out but positions you as the obvious choice, take a look at our Content Strategy Service.
We’ll help you uncover your differentiators, and yes, transparency is one of the strongest ones you’ve got.
Because if you do this, you’ll build a business people really want to buy from.
