Why Owning Your Mistakes Builds the Strongest Brands
From “the worst coffee ever” to personal apologies, honesty on social media creates trust, laughter, and loyal customers.
Honesty Wins on Social Media
The other day, a coffee shop put up a sign that read:
“Come in and try the worst coffee one woman on TripAdvisor had in her life.”
At first glance, it sounds crazy. Why would any business advertise that someone hated their coffee? But here’s the thing—this type of radical honesty actually works.
A woman saw the sign, tweeted about it, and suddenly people were lining up to “see if it was true.” The post sparked laughter, conversation, and curiosity. That little coffee shop gained attention—not by pretending to be perfect, but by leaning into an imperfect review.
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Why Honesty Works
On social media, people are tired of polished perfection. They crave authenticity. When a business admits mistakes or doesn’t hide criticism, it builds trust. Customers know they’re getting the real story, not a marketing gimmick.
I once pitched a similar idea to a restaurant after they messed up a customer’s order—big time. Instead of ignoring it or offering a half-hearted apology, I suggested the owner personally drive to the customer’s house with a $100 gift card, apologize face-to-face, and record the interaction. The owner could say on video:
“We messed up. We can’t be perfect. But we will always make it right.”
Imagine the impact of that kind of honesty. Not only would the customer feel valued, but the story would resonate online, showing everyone that the restaurant stands behind its service.
The Lesson
Being real—especially when things go wrong—can create stronger connections than pretending you never make mistakes. Honesty humanizes your brand, makes people laugh, and most importantly, builds trust.
So, the next time your business takes a hit or gets a bad review, don’t hide it. Consider leaning into it. The truth might just be your best marketing tool.