‘Authenticity is a trap’. Seth Godin
The problem with many marketers is that they keep saying “brands should be authentic”.As a Copywriter, I sometimes get asked by potential clients about conveying that they are “authentic” through their content.
I don’t know about you, but what exactly does this mean?
Maybe I am being thick…
But imagine you went into your local coffee shop at 8am before an important meeting and the barista had a miserable face, started talking about their problems and then asked you about your coffee. (All you wanted was a Flat White with Oat Milk)
This is authentic. Isn’t it?
Once I have been through that pedantic example, a client usually says that they want to have personality but be seen as being able to solve their clients/customers concerns.
Okay, then you can show that.
Remember an important note before you say but “x guru” says that I have to be authentic:
CUSTOMERS AND CLIENTS WANT YOU TO SOLVE THEIR PROBLEM FIRST
So first understand why you are solving the customer’s problem. Then ask your customers what they want, listen to them and understand them. Through solving a problem you give the customer something tangible. This builds up credibility and credibility trumps authenticity when it comes to people making a decision to buy from you.
Solve your customers’ problems first and they will be grateful.
Any more questions about this topic: email@example.com