Transparent is the New Authentic
Without a doubt, the word of the 21st century in the online space is “authentic.” Everywhere I go, everyone is using that word in their mission statement and sprinkled throughout their website. Truth be told, I've been one of them.
Authentic is defined as “not false or copied; genuine; real.” And yes, the world NEEDS more authenticity! You’re not going to stand out in a saturated industry if you aren’t original or genuine.
But here’s the problem...
If everyone claims “authenticity” how original can you actually be? Blaze your own trail.
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So, I’m ditching that word from my vocabulary entirely. I even changed my website copy to reflect that. (If you still see the word authentic hidden somewhere - please let me know).
My new word for 2016 is “transparent”, which is defined as “open; frank; candid.”
How can you be transparent in business?
Share what goes on behind the scenes. Share your story. Share your struggles. Not everything is meant for the public eye, but share what you can. It will require you to step out of your comfort zone a bit, but your audience will appreciate you on a much deeper level.
The number one thing that influences purchasing decisions is connection.
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Get vulnerable. Talk about how you got to where you are today. Give a behind the scenes glimpse of how your product or service came to be. Don’t be afraid of turning away potential customers. Those people were never going to buy from you anyway.
Yes, authenticity is valuable and much needed. But take it one step further and mix in some vulnerability. That is your magic sauce.
Over to you! What do you think makes a brand authentic or transparent? Tell me in the comments below!