Why does being authentic make such a big impact on your business? People who are authentic, genuine and real are usually at ease because they're not trying to cover anything up. In turn, being at ease puts others at ease. Authenticity is giving others the idea that what you see is what you get. Real people are easy to be around because you feel safe knowing you can trust what they say.
Marketing should be as authentic as you are. The words you use should be the words your clients and prospects would use to describe their challenges, solutions and benefits. Not perfect words and perfect pictures – your words, their words and authentic pictures. We are attracted to real, authentic marketing and portrayals of what you do and who you are.
In politics and in business, people want to vote for or work with someone they are comfortable with, someone they can trust. In sales, less of the memorized pitch and more of the informal conversational approach has proven to be more successful. Why? Because it is authentic. And that's what we need more of today.
