Knock off the lying

Don’t lie

Every single customer wants to be seen and heard, that means authenticity. BUT NOT REALLY.

Know that embracing ‘authenticity’ doesn't mean you have to pretend and use AI to sound real. I get that you want to, and I know others are doing it, but sounding like you is exactly why customers like your products, right? So don't be fake. Your customers want something authentic.

Now, that doesn't mean moaning about traffic, UNLESS that's your brand, if it's integral to the point you're getting across and what your customers expect from you. If not, moan at your mum instead. What it does mean is that you're allowed to resonate with customers.

In a world of advice from 'experts' and emojis, it gets incredibly gamey. So if you're the one with a few expletives, unafraid to be honest about the fact that manufacturing and recent US tariffs are impacting your business, say that. Customers respect being part of the story. They often want to know what's going on, because they're buying from you.

I don't really consider this a hack, because I really don't have a filter. Those who love it are my customers, and those who don't aren't. That's my thing. It's what makes me stand out. *Those who get it, get it, those who don’t, don’t*

I'm not going to claim that being yourself is easy, especially when you've had a corporate job and had to toe the line. But now that you don't, things still feel a bit disjointed, because if you were honest you probably wouldn't have done the things you did in the past, right? You might have been admonished. You may have been kicked out of school. Because let's face it, in the west we do not tolerate children or teenagers being themselves, and we shame those who are.

Until now.

There has been a palpable shift in business, and I'm sure you've felt it. Not with the advent of socials, but everyone seems to be taking the blinkers off. We're disillusioned with capitalism, and we want something real. So please, be honest. It's how we all relate, and customers are desperate to connect when we're all on our phones anyway, but often miles apart.

As lovely as relatability is, no one, and I mean NO ONE, gives a shit about your dog, your IUD, or your breakfast. Only if that has nothing to do with your brand.

If your brand is about exercise, and you've historically discussed how walking your dog has been exercise you didn't even realise you were doing, then great. THAT IS RELEVANT. But if you start talking about how your dog woke up early in a random post, it will stay random, it won't land, and it definitely doesn't make you relatable or interesting.

There's so much advice about authenticity, but only if it MAKES SENSE, heavy on the SENSE. But when you're the expert and you don't share your expertise in your way, the way that's on brand, that's also doing a disservice to your customers.

It really is that nuanced and specific, but also common sense.

If you're reading this thinking oh right, now I get it, but I need help, book your audit here.