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I recently posted on the importance of clarity in our communications. This week, I’ll touch on the related topic of authenticity.

First a definition: “Authenticity” is the degree to which a company remains true to its personality, character or spirit (including its core value proposition) despite the pressures of the material world.  

Being Authentic

The web is full of inflated claims, scams and other nonsense. Your customers have heard it all… and are very skeptical. You should therefore avoid:

  • Hype
  • Bragging
  • Unrealistic promises
  • High pressure tactics
  • Egocentricity (We, we, we…)

Remember, trust is earned. And we earn trust by:

  • Putting customers first
  • Demonstrating integrity and effectiveness

Rather than “selling”, try a more subtle approach: enter a conversation with your customers:

  • Share
  • Help
  • Respond and engage
  • Prove your claims
  • Be honest about what you can’t do

Authenticity begins internally. If your organization hasn’t yet done so, work with your employees to:

  • Formulate and clearly state your core value proposition.
  • Create a document that clearly defines your beliefs, attributes and vision.

Share the above with all employees, and lead by example. Be authentic yourself, and your organization will follow.

Think how impressed you are when you find a source that’s low on hype and high on authenticity. Your customers will notice.

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Paid media spend by Government websites increased a whopping 139% YoY in 2020.

2020 Online Behavior Live Dashboard

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