Authenticity in marketing isn't optional

If you’re old enough, you’ll remember when marketing was all about polished perfection.

‘Twas a time when brands were untouchable entities speaking down to us mere mortals from up there on their gleaming pedestals.

Those days are gone.

Authenticity in marketing isn't just a nice-to-have. It's as essential as wifi in your local coffee shop. This week we’ll get elbow-deep into why your audience is craving authenticity and how you can pour it all over them and everything you do.

Trust is in short supply

In case you haven't noticed, we're living in the really windy bit of the storm that’s not the eye, where trust is about as rare as a unicorn sighting. People just make shit up and target people they think will absorb the information. They often do. It’s alarming.

According to the 2023 Edelman Trust Barometer report, only 47% of people trust content produced by companies. That means more than half your audience is looking at your carefully crafted marketing messages with a raised eyebrow and a healthy dose of scepticism.

Authenticity is how you start to build trust in this crazy shitstorm. When you're real with people, they're more likely to believe in you and what you're offering.

The lesson? Be as honest and transparent as you can without getting fired.

People can smell BS a mile off

While it’s true that some people believe everything they read, your audience have likely been online since they could crawl. This means they know what companies ‘marketing at them’ looks like and have developed a finely-tuned bullshit detector.

If your audience gets even the slightest whiff that you’re trying to pull the wool over their eyes, they’ll tune out and scroll on in a heartbeat.

Connection is everything

People crave connection. They want a conversation, not a pitch.

Authentic marketing allows you to build genuine relationships with your audience. Those relationships are what turn one-time customers into lifelong advocates of your brand.

Stand out in a sea of sameness

With the sheer volume of content bombarding people every day, being authentic is your ticket to standing out.

When everyone else is trying to be something they’re not, being real is refreshingly… different.

How to infuse authenticity into your marketing

Now we've covered the why, let's get into the how. Here are some practical ways to make your marketing more authentic. 👇️ 

1. Know what you’re about

How can you be authentic if you don't know who you are? Take the time to pin down your brand's values, voice and vision. What do you stand for? What's your unique perspective? What's the change you want to see in the world?

This isn't about whacking a mission statement on your website. It's about understanding your brand's values and purpose and letting these guide everything you do.

2. Embrace your flaws

Your brand isn’t perfect. And that’s not what people want to see anyway. Sharing the unfiltered, even flawed, side of your brand gives you the opportunity to be real and connect with your audience.

Made a mistake? Own up to it. Having a tough time? Share your struggles (where appropriate). Your vulnerabilities make you relatable. Relatability builds trust.

3. Tell real stories

My fave subject: storytelling. It’s powerful, but only if those stories are genuine. Share real experiences from your team or the people you're serving. Don't embellish or exaggerate – the truth is compelling enough.

And remember, not every story needs a happy ending. Sometimes the most powerful stories are the ones that show ongoing challenges or lessons learned from failure.

4. Be consistent

Authenticity isn't something you can turn on and off. It needs to be consistent across all your marketing channels.

This consistency builds trust and shows that your authenticity isn't just a marketing ploy – it's who you really are. (Right?)

5. Engage in real conversations

Brands that blatantly pop up in online communities to ‘do marketing’ remind me of overbearing parentals trying to relate to their kids’ teenage friends. 

Being real means being part of the conversation, not trying to own it or just get things out of it. Have real conversations, add value by responding to comments – and when you ask questions, actually listen to what people say.

6. Show the behind-the-scenes

People love getting a peek behind the curtain. Share your processes, introduce your people and show the messy parts of your organisation in action.

This transparency not only builds trust but also helps people feel more connected to your brand. Then your audience isn’t just buying a product or service, they're buying into your story and the evolution of it = brand loyalty.

7. Make use of user-generated content

UGC is all the range. And for good reason. What's more authentic than letting your audience speak for you? Share your audience’s reviews and social media posts and encourage them to upload their own photos and videos.

This not only provides social proof but also shows that you value your audience’s input and experiences. It makes people genuinely feel part of something.

8. Stand for something

Authenticity means having convictions and not being afraid to share them. What issues are important to your brand? Don't shy away from taking a stand on issues that align with your values. 

If you’re a cog at a larger organisation, find the right team or person to check your key messages are on point, then double down on them.

Yes, this might alienate some people, but it will also attract those who share your values – and these are the people who will become your most loyal advocates.

9. Keep it human

At the end of the day, authenticity is about being human. Use language that's natural and conversational. Share emotions. Be empathetic. Remember, you're not marketing to faceless consumers – you're communicating with real people.

Being authentic in your marketing isn't always easy. You need to find that sweet spot between being genuine and maintaining professional boundaries — shoot for authentic, not TMI.

TLDR: Building real connections takes more time than churning out generic marketing messages, but it’s so worth it.

📔 Course update

Sooo, this course I’m building to share my framework for creating irresistible brand messaging. Ya know, the one I was gonna launch mid-September.

Good news is — it’s all edited and I’m just gathering the workbook and extra resources to go with it! 🥳 

But I’m not sure whether a November launch is gonna be much fun. A September launch means back-to-school vibes. A January launch gets me new-year-new-you vibes. But November? Too many holidays and distractions methinks.

But what do you think? When should I launch this course? Let me know by clickedy-clicking on one of the options below.👇️