The guest column in Jeffrey Gitomer’s ezine this week was written by Andrew Corbus and Bill Guertin. Their main point was that consumers are tired of hype and empty promises. What’s working in marketing now is authenticity. Of course authenticity in terms of keeping promises and delivering what you say you will has always been essential to business success. But these guys are talking about sharing your “story” with your audience and communicating on a more personal level. It’s your story that differentiates you from everyone else.
In the article, they say, “When you become Authentic, you and your business become more interesting. You get much better at starting conversations. You learn how to bridge your personal experiences with your sales message. You stay focused on the attributes of the brand that meet your customers’ needs. And you become more successful at whatever it is you do.”
I believe this is true. It’s a matter of communicating with your clients in a way that benefits them. Give them useful information and stay in touch regularly. The only way to have an authentic relationship, whether business or personal, is to communicate consistently. When you do that, you will no doubt see all kinds of success.
