Entrepreneurs registered with the Chamber of Commerce paid a compulsory fee each year. What did they receive in return? According to many, nothing. This perception was widespread. However, in reality, the organisation performed essential legislative duties, lobbied on behalf of businesses, and provided valuable resources in person, at events, and online. The challenge? These efforts weren’t effectively communicated, there was a disbalance between promise and proof. Combined with unresolved concerns, dissatisfaction grew—fueled further by social media.

A shift in perception

The tension reached its peak during my second week as communications manager. The then upcoming social media erupted with negative messages as entrepreneurs received their annual bills. The organisation became the target of public frustration, criticised for something that they were required to do as a statutory implementing body.

To tackle this, I proposed a strategy built around proof. Instead of just telling people about the value we offered, we showed it. With the help of a freelance journalist, we drafted hundreds of social media posts with practical tips and free tools for entrepreneurs. Each post linked to actionable, high-quality resources on our website. These posts went live daily, ensuring consistent engagement with our audience.

Striking the balance

Gradually, the tone of the conversation changed. Criticism didn’t disappear entirely, and the annual fee remained a sensitive topic. However, the negativity softened. Entrepreneurs began sharing our tips online, valuing the resources we provided, and engaging more constructively.

This experience underscored the importance of balancing promise and proof. By demonstrating your value rather than simply claiming it, we transformed perceptions, increased trust, and strengthened our brand.

Takeaway: Whether it’s with clients, customers, or stakeholders, finding the balance between promise and proof is key to building credibility and driving positive change.