She had scrolled past my content for eight months.

Eight. Months.

Every post, every story, every offer–she saw them all. My content was good. My prices were fair. My results spoke for themselves. But she never reached out.

Then one Tuesday afternoon, my phone lit up with a DM: “I’m ready. When can we start?”

When we finally spoke, I asked her the question that had been burning in my mind: “What changed? Why now?”

Her answer stopped me cold.

“I needed to see you. Not just your work–you. I needed to know the person I’d be trusting with something this important to me…and once I saw how convicted you are as a person and showing up as someone who would put your name out on the line for what you believe in — that was it for me. I had to reach out.”

It wasn’t about my credentials. It wasn’t about my portfolio. It wasn’t even about my prices.

It was about trust.

And that’s when I realized: I had been hiding — I did social media and I did content previously, but I didn’t show up as a my true whole self.

The Authority Gap No One Talks About

We obsess over the perfect caption. We agonize over our messaging. We build beautiful websites and craft compelling offers. And then we wonder why qualified clients keep scrolling past us.

Here’s the truth that changed everything for me: People don’t buy from the most qualified person. They buy from the person they trust most.

And trust isn’t built through bullet points and testimonials alone. Trust is built when people feel like they know you.

This is what I call the Authority Gap–the invisible distance between your expertise and your audience’s willingness to choose you. Your content might be brilliant, but if you’re not in it, you’re leaving that gap wide open.

Think about it. When was the last time you hired someone you’d never seen? Never heard speak? Never watched tell their story?

You can’t remember, can you?

That’s because humans are hardwired for connection. We need to see faces. Hear voices. Witness vulnerability. We need to feel something before we’re willing to invest something.

Why Trust Beats Credentials Every Time

I used to think my results would speak for themselves. That if I just kept sharing value, beautiful images, eventually the right people would find me.

I was wrong.

Because while I was hiding behind Canva graphics and generic advice my ideal clients were asking themselves:

• “But who is she?”
• “Can I relate to her?”
• “Does she understand what I’m going through?”
• “Will she actually care about my success?”

No amount of “5 tips to…” posts can answer those questions.

Only YOU can answer those questions.

When you show u–really show u–in your content, something shifts. You stop being just another expert in a crowded feed. You become a real person. Someone they can imagine working with. Someone they can trust with their dreams, their struggles, their investment.

That client who waited eight months? She told me she finally reached out after watching one video where I talked about my own fear of failure. Thirty seconds of me being real, being visible, being human—that’s what closed the gap.

Not my decade of experience. Not my fancy website. Me.

Your Face Is Your Greatest Marketing Asset

I know what you’re thinking. “But I’m camera shy.” “I don’t know what to say.” “I hate how I look on video.”

I get it. I’ve been there. For years, I convinced myself that my work should speak louder than my face. That showing up was somehow self-promotional or vain.

But here’s what I learned: Hiding isn’t humble. It’s just hidden.

And while you’re hiding, someone els–someone perhaps less qualified, less experienced, less exceptional than you is showing up. They’re recording the messy behind-the-scenes. They’re sharing their face in stories. They’re letting people in.

And guess who’s getting chosen?

Your ideal clients aren’t just buying a service. They’re buying a relationship. They’re buying peace of mind. They’re buying the feeling that someone gets them, sees them, and will fight for them.

You can’t create that feeling from behind a logo.

The moment you let people see yo–your expressions, your energy, your authenticity–you activate something powerful. You trigger mirror neurons. You create resonance. You build the kind of trust that makes someone think, “Yes. Her. I want to work with HER (or him).”

Photos matter. Videos matter more. But what matters most is the courage to be seen.

The Emotional Math of Every Purchase Decision

Here’s something they don’t teach you in business school: People make decisions emotionally and justify them logically later.

Your potential client might tell themselves they’re comparing packages and pricing. But what they’re really comparing is how each option makes them feel.

Safe or uncertain?
Understood or overlooked?
Excited or indifferent?
Connected or distant?

When you consistently show up in your content–when your face becomes familiar, your voice becomes recognizable, your story becomes relatable–you’re not just building a brand. You’re building an emotional relationship.

And relationships are what turn browsers into buyers.

That’s why the influencer with 10,000 followers can charge premium prices while the expert with 50,000 followers struggles to book clients. It’s not about audience size. It’s about emotional connection.

It’s about trust.

What Emotion Does Your Brand Create?

So here’s the question that will change everything:

When someone sees your content, what do you want them to feel?

Not think. Feel.

Do you want them to feel inspired? Empowered? Understood? Hopeful? Safe? Excited?

Now ask yourself: Are you showing up in a way that creates that emotion?

If you want people to feel inspired, they need to see your passion.
If you want them to feel safe, they need to hear your calm reassurance.
If you want them to feel understood, they need to witness your empathy.

You can’t create feeling through text alone. You need to show your face. Share your voice. Tell your stories. Let people into your world.

Your Next Move

Here’s what I want you to do today:

Record a 30-second video answering this question: “Why do I do what I do?”

Don’t script it. Don’t overthink it. Just hit record and speak from your heart.

Share why your work matters to you. Share what lights you up about serving your people. Share the moment you knew this was your calling.

Then post it. Yes, even if it’s imperfect. Especially if it’s imperfect.

Because somewhere out there is someone who’s been scrolling past your content for months. Someone who needs exactly what you offer. Someone who’s waitin–not for more credentials or clever cop–but for a reason to trust you.

Give them that reason.

Show your face. Share your heart. Close the Authority Gap.

The clients who are meant for you aren’t looking for perfect. They’re looking for real.

They’re looking for you.

Ready to film all the videos you’ll ever need to get the authority and fill your client waitlist in just one weekend? Check out the Ten Video Authority Method here.

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What emotion do you want your brand to create? Drop a comment below—I’d love to hear your answer. And if this resonated with you, please share it with another business owner who needs to hear this today.