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:
Remember, trust is earned. And we earn trust by:
Rather than “selling”, try a more subtle approach: enter a conversation with your customers:
Authenticity begins internally. If your organization hasn’t yet done so, work with your employees to:
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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