Blog from Maribeth Kuzmeski of Red Zone Marketing
Do you think politicians are authentic? How about financial advisors? What about the way you present your business? Do you take an approach that is genuine to who you are?
Many people assume that their marketing has to be a hard push to get people to take action. Relying on tactics that strike fear in their audience or attack their competition, instead of taking an approach that highlights who they are, and what their business offers others.
Why does being authentic make such a big impact on your business?
People who are authentic, genuine and real are usually at ease because they’re not trying to cover anything up. In turn, being at ease puts others at ease. Authenticity is giving others the idea that what you see is what you get. Real people are easy to be around because you feel safe knowing that you can trust what they say.
Marketing should be as authentic as you are. The words you use should be the words your clients and prospects would use to describe their challenges, solutions and benefits. Not perfect words and perfect pictures – your words, their words and authentic pictures. We are attracted to real, authentic marketing and portrayals of what you do and who you are.
In politics and in business, people want to vote for or work with someone they are comfortable with, someone they can trust. In sales, less of the memorized pitch and more of the informal conversational approach has proven to be more successful. Why? Because it is authentic. And that’s what we need more of today.
Maribeth Kuzmeski
Maribeth Kuzmeski, MBA is the founder of Red Zone Marketing, LLC, which consults to Fortune 500 firms on strategic marketing planning and business growth. She is the author of 4 books, has frequently appeared on TV and radio, and has written articles on marketing strategies for hundreds of publications including Business Week and Entrepreneur. She regularly speaks to audiences on topics relating to business development, marketing, and sales strategies. Maribeth is author of The Connectors: How the World’s Most Successful Businesspeople Build Relationships and Win Clients for Life (Wiley, September 2009).
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Totally agree Maribeth. I think some of the problem is a fear that authentic = unprofessional. So we hide behind jargon, middle of the road opinions and an overall stiffness, all the while wondering why nobody notices anything we say or do.
Thanks for keeping it real!
Michael