In a world of paid influencers, polished celebrity profiles, and relentless advertising, consumers are craving authenticity more than ever.
According to the latest marketing research, consumers are craving depth and substance, and less hype. People want “real and organic”, not “perfect and packaged” (Frontify, 2020).
Eighty-six percent of people say authenticity matters when deciding what brands they like and support. To win the hearts and business of your target customers, you have to convince them you’re trustworthy and authentic.
You show your audience you’re trustworthy and authentic by getting real, raw, and vulnerable.
You’re wasting your time if you’re trying to create perfect, polished posts. In fact, the statistics consistently show that imperfect, raw posts get the greatest engagement and build trust and confidence in your brand. My social media post that got the most engagement last year was a makeup-free selfie of me looking all hot and sweaty after a yoga workout, sharing how passionate I am about yoga. People want to see the real you; the imperfect, unpolished you, doing things that are important to you. Your audience is trying to figure out if they know, like, and trust you, and they can only do that if you share the ‘real’ you regularly – your beliefs, your values, and your priorities.
Just show up as yourself with your own, genuine message, and that is enough. You don’t need to dance and jig on a reel if that doesn’t feel authentic to you. If it does – great! Reel your heart out! But if it doesn’t, find a way to show up regularly in a way that feels genuine to you, whether it be through writing, or video blogging and sharing messages from the heart.
You have full permission to be yourself – in fact, we implore you to please be yourself – because you will attract more ideal clients and your bank account will reflect your authenticity.
Your ‘Why’ is Everything
The Edelman’s Trust Barometer 2020 found that 64% of today’s customers are belief-driven buyers. They think brands “can be a powerful force for change,” and they use their wallets like votes to support the ones willing to take a stand.
What do you believe?
Are you telling your audience about it regularly?
What’s your business ‘why’? If you’re not sure yet, check out my article called Why You Need to Know Your Business Why, Vision, and Mission.
People buy from brands who have a similar belief system. As Simon Sinek always says:
At Fempire, we believe that the world needs more successful female entrepreneurs.
We believe that all the masculine energy (yang) in the business world needs to be balanced with an equal amount of feminine energy (yin), just as the yin-yang symbol reminds us. We believe that until the masculine and feminine energies are balanced – until we have more women leading in the business world, and more women are involved in decision making at the highest levels in all areas – the system will not be balanced, harmonious, and whole.
Genuine Marketing Without All the ‘Hype’
So many women who come to us say they hate marketing and selling because it feels icky and inauthentic. They don’t want to be ‘saelsy’. They don’t want to follow a sales script or a video formula to create the perfect ‘pitch’.
And the good news is that you don’t have to hype up your marketing. In fact, please don’t!
People can smell out inauthenticity from a mile away and they’ll cringe if they sense that you’re out of alignment with your truth.
But that doesn’t mean that you can get away with avoiding sales and marketing. As Fempire founder Marnie LeFevre always says:
If you have a business, then you’re in the business of sales and marketing.
– Marnie LeFevre
So you need to find a way to get comfortable with selling, which means getting comfortable with sharing why people should work with you. You need to tell them regularly about the problems you solve and how you can help them find solutions. It’s your duty as a business owner to tell people how they can work with you or buy from you. But you can do it in a way that feels authentic. Show up as yourself, speak from the heart, and tell your audience how you can help them.
If it doesn’t feel genuine and authentic, don’t do it.
Stay true to yourself and your customers will love you for it.
Stay true to yourself, and you will sell more.
And if you need any help, please reach out. We’re here for you.
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In service to your success,