Being authentic in marketing should be easy, right? But the truth is, it’s not that simple because marketing is evolving faster than marketers can keep up.
Today, with online reviews, social media, and consumer demand for honesty, you need to be more authentic than ever. Let’s look at the reasons why authenticity in marketing matters today.
Promote confidence
When you are authentic in your marketing and people find out that you are, they will tell others when they buy your products. This means that you will end up with a much higher trust quotient than someone who oversold their products and ended up with bad reviews. The “under promise and overdelivery” approach is something to consider in marketing terms.
You will convert more
When your sales page looks more authentic, you will convert more often. Consumers are becoming less duped and less penetrable by the hype and fuss that many marketers use.
Enhanced engagement
Authenticity drives engagement because you will be open enough to communicate with clients and prospects alike. It is easier to interact with others when you are simply true to yourself and your brand and you know yourself and the voice of your brand.
You will do what you promise
When you are a true entrepreneur and owner, you will always do what you said you would do. If you said refunds no questions asked for 90 days, you will do exactly that. The thing about these kinds of promises is that you’d think most people wouldn’t make them if they didn’t make them, but sometimes it’s just a lie and they have fine print. The other thing is, such behavior will spread and can ruin your business.
Honesty is always the best
It may seem like the obvious thing to say, but honesty is always better than avoiding the truth, exaggerating the truth, or simply lying openly. But that doesn’t mean you have to be cruel to the truth. For example, if someone asks you a question in which telling them the absolute truth would hurt them, try telling them the truth in a softer and at least less harmful way.
Can you show that you care
When you are a truly authentic person, you feel comfortable showing your feelings and that you care about people. This applies even when you don’t know them. It will appear on your sales pages, your FAQs, and when it comes directly to issues your customers or prospects have when they send you a question. Care is reflected in your actions.
Your brand will be more consistent
When you’ve built an authentic brand based on truth, care, your audience, and what you do for them, it’s easier to be more consistent.
Customers demand it
Today’s consumers demand that you be honest, authentic and transparent. They follow you on social media, leave reviews, tell their friends and they will really stop buying from you if they find out that you are not honest, treat others badly and have not been open.
Being authentic is a must today. It is too risky to do anything else. There are companies that are failing every day because word got out that the business owner or the commercials or the marketing were not authentic. Today, you can find anything online about anyone or any brand. And if you’re not authentic, your customers will find out.
