Authenticity.
Behind the scenes, it’s one of the most overused words in advertising and marketing. And yet…we still have to keep reminding people. Don’t hide behind smoke and mirrors. Don’t pretend to be something you’re not. Don’t make your products or services into something they’re not, either. Keep it real.
After all, today’s consumers are smarter than ever. They know the difference between performative and authentic behavior. They can sense when something feels manufactured, staged, rehearsed and curated.
That’s why authenticity is still emphasized so much. That’s why I encourage my students, my clients and just about everyone within earshot to put themselves out there.
Share your ideas. Share your stories. Share your lives.
Whether it’s through social media, advertising, marketing or public relations, don’t forget the human side of business.
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