As we’ve learned, we are not the hero in our brand story. We are the guide. And part of what makes a good, reliable, trust-worthy guide is authority. But no one likes a know-it-all show-off who preaches at them.

So how can we express our authority to our audience without bragging about ourselves so much that we step into the role of the hero or turn our audience off?

Here are 4 easy ways to add just the right amount of authority to your marketing:

1. Testimonials

Let others do the talking for you. If you have satisfied customers, feature a few testimonials on your website. Testimonials give potential customers the gift of going second. They know others have worked with you and achieved success.

Avoid bombarding your customers with 10+ testimonials; otherwise you run the risk of positioning yourself as the hero. Three is a great number to start with and will serve the need most customers have to make sure you know what you’re doing. Also, avoid rambling testimonials that pile endless praise on your brand. It won’t take long for a customer to trust you, so keep a testimonial brief.

2. Statistics

Our brains love to see the hard facts and numbers. How many satisfied customers have you helped? How much money have you helped them save? By what percentage have their businesses grown since they started working with you? A simple statement like “287 women have used our program to scale their business to 6 figures” is all your potential customer needs. Bonus points because this also scratches the itch of the left-brained consumer who loves numbers, statistics, and facts.

3. Awards/Features/Recognition

If you won a few awards for your work or have been featured in some publications, include small logos or indications of those accomplishments at the bottom of your page. Again, there’s no need to make a big deal about it, but these things go a long way in earning your customers trust.

4. Logos

If you provide a business to business product or service, place logos of known businesses you’ve worked with in your marketing collateral. Customers want to know you’ve helped other businesses overcome their same challenges. When they recognize another business you’ve worked with, it provides social proof that you have the ability to help them win the day too.

Here’s your plan of action:

Take a minute to scan your marketing material and ask yourself whether you’ve demonstrated competency. Remember, you don’t have to brag about yourself. Testimonials, stats, recognitions, and logos will allow customers to check the trust box in the back of their minds. The questions they’re asking themselves are, Does this brand know what they’re doing? Is investing my time and money going to be worth it? Can they really help me solve my problem?

Use these tools to leave no doubt in their minds that you are the perfect guide for them.