Authentic is Better Than Professional

By Maribeth Kuzmeski

Professional or Authentic? Which is the best marketing path? The answer is that a highly professional approach usually feels like it has been created so perfectly for a reason. The messages in your marketing materials may not overtly sell your services. However, a highly professional features-based approach, to a consumer, feels like it may have been created to mask something and definitely to sell. This is why most brochures and the words on your website rarely gets read.

The more finely crafted your marketing materials are, the more it seems like they were created to sell someone something and the more the marketing is ignored by the consumer.

Sometimes, I believe, we completely overthink marketing. A boring website stating the hundreds of things you do does not go viral and get spread around to those who really need your services.
The Authentic approach is not one where you are thought to be selling. It is an approach that shares who you are and your business focus in your words with your voice. It is a common sense approach to your marketing.

One of the best ways to achieve an authentic marketing approach is to concentrate on sharing the personality of the firm on your website and in your marketing materials. This can be done through creative pictures (not head shots), short videos, a short blog, and through sharing a bit more of the personal side of you, your interests and family. This is especially important if you are selling a service that is delivered by you.

Forget the super professional, meaningless prose and start creating your marketing with your voice. Think about using the words that you would choose when talking with a friend or neighbor. That works because it is real. And consumers are smart enough to be attracted to something real when they hear or see it.

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