Guide to Being Authentic

Whether you are writing copy for direct mail, email, social media, or mobile video, it is important to be authentic. People buy from people, so create marketing copy that is believable and that makes people want to buy from you. But like everything else, being authentic still takes planning. Here are five tips for keeping it real.

1. Be human. Don’t sound like a corporate brochure. Instead of saying, “We’re going to leverage our core competency to shift the paradigm,” say, “As experts in this area, we’re going to do something new and exciting.” Use common language. Speak in a way that your audience can relate to.

2. Be passionate. Passion is contagious. When someone argues deeply and passionately about an environmental cause, a weekend hobby, or an outstanding vacation destination, it’s easy to get caught up in the excitement. Even if your product is as dry as Melba toast, find something to get excited about, then write from that source of passion.

3. Be vulnerable. Studies consistently show that consumers are more likely to trust a company that admits its flaws and failings but is honest about them and works hard to correct them than one who claims that all paths lead to success. Vulnerability is real, and we relate to it. Vulnerability builds trust.

4. Be honest. Don’t exaggerate the truth, and don’t make promises you can’t keep. If consumers sense that you’re not being honest about one or more elements of your marketing pitch, they will question the truthfulness of all of it.

5. Have fun. Have some fun in your marketing. Use humor, lighthearted pictures, and an element of surprise now and then. We have enough things in our lives that are dull and boring. Don’t make your product one of them.