Once upon a time, marketing and advertising consisted of flashy images and catchy jingles. Everyone watched the same TV channels and read the same papers. Today, web-based news sources and social media has created widely dispersed audiences. Advertising exists on every platform, and users have gotten very good at ignoring shallow and cloying ads. The only way to break through the noise today is to build an honest and authentic connection with your audience.
People want to work with companies they believe in, so to convert impressions into viewers and leads into customers, you will have to get real. The good news is that authenticity is pretty easy to achieve. Before your firm publishes anything, it should pass the litmus test of “Is this honest?”.
For example, you should never guarantee positive results since the outcome of most cases is not entirely within your control. Instead, you can promise to give 100% to every client and illuminate the fact that most of your clients have enjoyed good outcomes. Here are simple ways to achieve honesty and authenticity in your messaging:
Authenticity in messaging is the best way to ensure that you make an impact with your marketing.