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728: Overvaluing Authenticity

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Do you keep hearing about how important authenticity is?

In the brand-building circles, authenticity all the rage.

“Just be yourself.”

If you’re doing work that matters, there’s more to this:

If you’re inconsistent, authenticity is likely going to cause frustration for those you serve. Unless the value they’ve bought into is the novelty of frenetic availability, there’s likely to be a desire for a consistently met expectation. You tune into certain channels more than others because you know what you’re going to get, when you’re going to get it.

If you’re struggling today, authenticity is likely going to dampen the experience for those you serve. Unless they bought into a particular “reality TV” storyline from you, where the drama is part of the product, there’s likely to be a desire for you to focus on their problems rather than your own. You trust professionals who dress properly for their work because they focused on fitting into your environment, not expressing themselves in jarring new ways.

If you communicate from strength, authenticity is going to bulldoze through your audience if they communicate from warmth. All your talk about goals and market domination will alienate those who would prefer to talk about feelings and visions of a better world. Unless they’re endeared by your counter-cultural approach to their space, you’ll be better suited to making your communication style about them, rather than about yourself.

Authenticity is important, such as in a trusting personal relationship where you go to heal, grow and nurture. But in the marketplace, authenticity’s praise often casts a shadow over consistency, sensitivity and empathy.

You’re there for them, not for you.

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My blog is dedicated to sharing ideas, insights and challenges that will help you create and sell what matters for the betterment of your cause.

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977: Long Term Decisions

Our choices will be recognized and remembered by our clients.
The decisions you make today may not be COVID-serious. But our decisions matter: which route do you take, the one that benefits everyone long-term, or the one that benefits you short-term?

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975: The State vs The Interstate

For example, our creative team does a lot with legal businesses. What they need is different to what healthcare companies need, so the services, offers and goals all differ massively. Furthermore, not all legal businesses are the same. Small sole proprietorships in one sector have totally different needs, strengths and weaknesses than multi-focus, multi-location practices do.

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974: Test Tube Clients

It’s a conversation, one where you hand your best customers a cup of tea and ask, “So tell me something about yourself I don’t know.”
It’s not one where you hand your best customers a test tube and ask, “Drink this, I want to see what happens when you do.”

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973: Meet The Narrator

Hearing this voice is rare. Following this voice is rarer.
The Narrator isn’t about the glory, but the transformation possible for those who listen, and for those who listen to those who listen.
We should all try to listen to The Narrator a little more often.

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972: Meet Mort

Following this voice doesn’t necessarily help people solve their problems; he’d argue that selling untested information that may or may not help the recipient is just a reality of business.
Mort’s all about Mort, and how Mort can get ahead. Don’t be like Mort.

You are creating what matters.

How can we help you sell it better and make more impact?

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BuiltForImpact is a focused one-page online distillation of your message with a concentrated focus on ethical, effective sales.

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Marketing Isn't About You

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Our latest book to help you understand the two things that matters if you sell things that matter. Get 3 chapters free:

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