Prove Your Expertise: Smart Strategies for Entrepreneurs to Gain Trust and Visibility
- Tori McElwain
- Aug 5
- 5 min read
This is a little different content than I normally share, but I had this beautiful oppertunity to share my experience with my military spouse community and thought that my audience of quilting and crafting business owners can also learn from this advice of stepping out of your network to build an even bigger one.
This is the original article I wrote for the Military Spouse Entrepreneur Guide edition 10. Enjoy!
As an active duty military spouse of 12 years, I know how transitioning from a military-connected business to a broader civilian market comes with unique challenges. In the military community, trust builds naturally through shared experiences and word-of-mouth recommendations. But once you step into civilian spaces, that built-in credibility doesn’t always translate. People outside of the military world may not understand your background, and you may find yourself having to prove your expertise in new ways.
When I shifted from selling quilts to helping quilters market their businesses, I had to build credibility in a new way. I could no longer rely on people knowing me through military spouse networks or the small quilting communities I had been part of. Instead, I had to focus on establishing myself as a trusted expert in a broader market. That meant leaning into social proof, building relationships with industry leaders, and getting my name in front of the right audiences. Whether you are selling a product or offering a service, the steps I took to grow my business can help you establish credibility and attract civilian clients.
Gathering Testimonials and Referrals
Nothing builds trust faster than hearing from someone who has already worked with you. When I was selling quilt patterns, my best sales came from word-of-mouth recommendations. Now, as I help quilters with their marketing, I see the same principle at play. A strong testimonial from a past client reassures potential customers that you are experienced, trustworthy, and capable of delivering results.
If you are transitioning your business to a civilian market, start by reaching out to past customers and asking for testimonials.
If you have sold products, ask buyers to leave reviews on your website, Etsy shop, or social media pages. If you offer services, ask past clients for a short testimonial you can showcase on your website. Provide a few simple questions they can answer, such as what problem they had before working with you and how your product or service helped them.
Another way to build credibility is through referrals. If you have strong relationships within the military community, ask your network to introduce you to potential clients in civilian spaces. A warm introduction from a mutual connection makes it much easier to gain trust with new customers.
Getting Featured in Media and Industry Publications
When I started marketing my book, I knew that having my name attached to well-known industry publications would boost my credibility. I had seen other successful entrepreneurs use media features to establish themselves as experts, and I knew it was a strategy I needed to pursue.
If you want to position yourself as an authority in your field, getting featured in a magazine, blog, or podcast is one of the most effective ways to do it. Look for publications that serve your target audience and pitch yourself as a guest writer or interviewee. Many publications actively look for contributors, and as a military spouse entrepreneur, you bring a unique perspective that can make your pitch stand out.
Even small media mentions can make a big impact. Once you get featured, share the article or interview across your website and social media. The more your name is associated with respected industry sources, the more credibility you build with potential clients.
Leveraging Social Proof to Build Trust
Social proof is one of the most valuable tools in attracting new clients. It reassures people that others have already had a positive experience with you and your business.
One of the simplest ways to showcase social proof is by displaying testimonials, logos, or mentions from well-known brands on your website. If you have been featured in a publication, spoken at an event or in a podcast, or worked with a recognizable company, create a section on your site that highlights those affiliations. I have seen how adding an "As Seen In" or "Featured On" section can instantly boost a business’s credibility.
For product-based businesses, user-generated content is another powerful way to build trust. Encourage customers to share photos of themselves using your products and tag you on social media. Reposting these images builds confidence with potential buyers and strengthens relationships with existing customers.
Establishing Authority Through Partnerships and Affiliations
When I transitioned from selling quilt patterns to helping quilters with marketing, one of the fastest ways I built credibility was by collaborating with industry leaders. I partnered with other quilting professionals for workshops, podcasts, and joint projects. These collaborations helped introduce me to new audiences and reinforced my reputation as an expert in my field.
If you are building a business in a new market, consider forming partnerships with people or brands that already have credibility with your target audience. This could mean working with influencers in your industry, joining professional organizations, or becoming an ambassador for a well-known brand. Aligning yourself with established businesses helps potential clients see you as a trusted and credible expert.
Positioning Your Expertise with Certifications and Thought Leadership
Certifications, awards, and leadership roles all contribute to building your authority. If you have specialized training or credentials, highlight them on your website and in your marketing materials. Clients and customers want to see that you have the skills and experience to back up your business.
Another way to establish yourself as an expert is by sharing valuable content. Writing blog posts, recording videos, or hosting workshops allows you to demonstrate your knowledge and help others at the same time. When I started teaching marketing strategies to quilters, I made it a priority to create content that showed my process and results. Over time, this built trust with my audience and led to more business opportunities (you're on my blog right now!).
Taking Action to Build Trust and Visibility
Credibility isn’t built overnight, but small, intentional steps create lasting momentum. Military spouses already have the adaptability and skills needed to position themselves as experts in any industry. The key is to be proactive in showcasing your experience and building relationships in the right spaces.
If you are transitioning your business beyond the military network, take one step today to strengthen your credibility. Reach out for a testimonial, pitch an article to an industry publication, or highlight a past collaboration on your website. These small actions will add up, helping you attract the right clients and grow your business with confidence.
Need Help Getting Started?
This is exactly the kind of work we do inside the Digital Marketing Magic Coaching Program - my coaching hub for quilters and crafters building their business with intention.
I help you:
Build a digital presence that feels like YOU
Create a marketing plan that actually works
And turn your quilting business into something that supports your life (not the other way around)
You can do this. Let’s make your business easier - and more visible - together.
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