If you’re not sharing your expertise online, you’re leaving money—and clients—on the table.
For European entrepreneurs, staying quiet often feels like the “right” thing to do. You don’t want to look like you’re bragging or that you think you’re the best without solid proof.
But in the U.S. market, silence doesn’t translate into success.
Americans expect to see thought leaders speak up boldly, showcasing their wins, expertise, and personality.
Here’s the truth: publishing content isn’t about boasting—it’s about building trust and credibility.
When you consistently show up online, American clients see you as the obvious choice. Ready to rethink how you approach your online presence?
Let’s dive in.
Why Staying Quiet Doesn’t Work
Imagine this: You’re great at what you do, and you know you could help more American clients—but they’re not knocking on your door.
Why? Because in their eyes, you’re invisible.
For many European entrepreneurs, staying quiet feels professional, even noble.
Maybe you think your work should speak for itself, or that talking too much about your accomplishments feels pushy.
But here’s the problem: Americans don’t see it that way. In the U.S., silence doesn’t equal credibility. Instead, it signals uncertainty.
Americans are loud when it comes to self-promotion.
From a young age, they’re taught to highlight achievements, show confidence, and say, “Look at me, here’s why I’m great!”
Starting as early as kindergarten, we have annual awards ceremonies, to shine the spotlight on each kid for something they accomplished. Americans want their kids to learn to be proud of themselves and what they do, and to show others.
To Europeans, this might sound over the top.
But in American business culture, it’s simply how trust is built.
Your competitors—possibly less skilled than you—are already showing up online, posting on LinkedIn, publishing articles, and creating podcasts.
Honestly, I find that many European entrepreneurs and companies are technically more advanced than a lot of their American counterparts.
But Americans are better at marketing and speaking up about how great they are.
And guess who wins the client in the end?
They don’t hesitate to make themselves visible, and visibility wins clients.
Worse, silence can send the wrong message.
American clients might wonder:
– “Are they really an expert if they’re not talking about their work?”
– “If they don’t seem confident, how can I trust them with my business?”
The solution isn’t about shouting louder—it’s about showing up, consistently and confidently, to share what makes you great.
Once you do, American clients won’t just notice you—they’ll also trust you.
Speaking Up as Service, Not Boasting
If self-promotion makes you cringe, you’re not alone.
Many European entrepreneurs feel that talking about achievements is bragging—a cultural no-go.
But here’s the shift you need to make: speaking up isn’t about showing off. It’s about serving your audience.
I like to use this metaphor: Imagine that you sell water.
You are in the desert, and you have plenty of bottles of water in your backpack.
You see a trekker come along and clearly they don’t have enough water.
Which action will be of service to the trekker?
- You do NOT call their attention to the water you have to sell, because you don’t want to seem too pushy or like you’re bragging that you have plenty of water and they do not.
- You do EVERYTHING you can to let the trekker know you exist and that you have the solution to their problem.
You are doing your clients a HUGE disservice by staying silent.
Your expertise has value.
Sharing your knowledge and success stories isn’t self-centered—it helps potential clients see what’s possible when they work with you.
Americans trust people who prove they can solve problems.
Here’s the opportunity: Most of your other European competitors aren’t doing this.
Many still think, “My work will speak for itself.”
But in the U.S., clients expect YOU to speak for your work. They want you to show them why you’re the best choice.
Publishing content—whether it’s a LinkedIn post, blog article, video, or podcast—means meeting your clients where they are, answering their questions, and giving them confidence in your expertise.
Reframing self-promotion as a service can transform your approach.
Instead of worrying about sounding boastful, focus on the value you’re offering.
Instead of waiting for clients to find you, draw them in by showing up consistently.
Speaking up is an act of generosity.
And when you view it this way, it becomes easier to share what makes you awesome.
What Resonates With American Clients
When you speak up, what should you say?
American clients aren’t looking for perfection—they’re looking for three things: authenticity, authority, and consistency.
1. Authenticity Meets Authority
Americans value storytelling. You probably know that already.
They want to know who you are, what you believe, and why you do what you do.
Sharing your journey—your challenges, successes, even failures—makes you relatable.
Tie these stories to your expertise. For example, explain how a tough project taught you a lesson that now helps your clients succeed.
Authenticity draws them in, and authority keeps them interested.
2. Consistency Over Perfection
American clients don’t expect groundbreaking content every time.
What they value is consistency. Show up regularly with posts, articles, or videos that offer insights or advice.
Consistency builds trust.
If you’re frequently visible, clients will see you as the go-to person in your field.
3. Outcome-Driven Messaging
It’s not enough to say what you do—you need to show results. Even better, quantified results. With numbers.
Americans are results-oriented.
Use numbers, case studies, or testimonials to show how your work changes lives or businesses.
They’ll trust someone who clearly demonstrates success.
Focus on these elements, and your content will resonate.
American clients will see you as a trusted expert who delivers results—and that’s how you win contracts in the U.S. market.
Conclusion: Your Voice is Your Advantage
Speaking up online isn’t about ego—it’s about opportunity.
By showing up consistently and confidently, you position yourself as the go-to expert for American clients, proving your value before they even meet you.
It’s time to stop letting silence hold you back.
Start small, share your expertise, and embrace the power of visibility.
The U.S. market rewards those who step into the spotlight.
Tell your story and watch the right clients seek you out.
Your unique European voice is your advantage—use it.
