Why is authenticity so important? Authenticity is one way to build trust. And we buy from people we trust.
If you follow Words for Wellness on Facebook you’ll have seen that we’ve been talking authenticity all week.
Neil Patel (marketing genius) said “Authentic businesses inspire and prosper”.
Why is authenticity so important?
The wellness marketplace is getting more crowded
With living a more ‘virtual’ life, people are longing for and seeking more connection with others
People have a heightened ‘fake’ alert sensor.
Authenticity is one way to build trust. And we buy from people we trust.
Here are some more ways to be authentic in your business, inspire clients and watch your business prosper.
Use your real voice
Whether you’re talking to someone, writing a blog, newsletter or social media post … use your real voice.
It’s something that I almost lost when I went through my professional training and worked in a hospital. I ended up with a totally different language. We called it “medical speak”. And it’s the most common editing feedback I have to give health and wellness professionals.
Using your real voice, rather than one filled with words people may not understand ticks so many boxes on the “being authentic” check list.
But don’t dumb it down too much – wellness messages get lost when the concepts are dummed down too much. Complex concepts can be explained easily just with more, easier words
How you can practice using your real voice
“Fake” is a word we hear used a lot these days. Usually along with the word “news”. But people are developing a high standard when it comes to trusting what they read and who they connect with.
People can smell fake a mile off.
Using the same language as your clients is one way to “be real”. But other ways are to show the human side of your business.
I hate my photo being taken. Really. So photos of me on my website … well, let’s just say they made me cringe. I finally decided I needed some, so I set up with a fancy selfie stick and took some semi-decent photos.
After a year I took the plunge and booked a professional photoshoot for some photos for my website. The closer it got the more nervous I got. After all who was I to think I could do this? But I did it.
I had so much fun with the photographer I chose . And the photos were incredible. Amazing. I loved them.
Immediately it propelled my business confidence into the stratosphere. What she’d done was captured my personality. I could be a real person in front of people who visited my site.
And people want connection. With living a more ‘virtual’ life, people are longing for and seeking more connection with others.
Try these ways to … be real
It’s really hard to be authentic about something you’re just not that passionate about what you're doing.
Get your business out there. Show people you’re the real deal. Get in front of them and keep getting in front of them.
Consistency is really important when showing people you’re authentic, trust worthy, and helpful. It may be consistent days you blog, being on social media daily, or it may be consistently working on your business to show people how real you are.
But I find consistency is also one of the biggest stumbling blocks I have. Here are some ways I’ve tried to be a bit more consistent.
The final word
Knowing as much as we can about our clients is one of the foundations of being authentic and connecting with them.
It means we can have a real appreciation of what they want or need. What their problems or goals are.
Having a really in-depth ideal client profile can help us provide services, products, social media posts, adverts, newsletters etc (all that marketing stuff) that really connects with them.
If you’ve not created a profile yet, check out my Finding Your Voice online training. Scroll down to the bottom to watch a video on how this course can help you get real.
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