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The Age of Authenticity: The Innate Power of Just Being Yourself
For the past 15 years, the novelty of instant visibility and rapid connections through social media has fascinated us. For sheer marketing purposes alone, these online spaces have been very generous to business owners who wanted to get attention quickly.
Social media platforms have rewarded the bold – those who got over their initial shyness and instinct for privacy – and regularly shared intimate details of their life. Showing up day after day, week after week, became a full-time job for those who could stomach it.
Here’s my dog, here’s my dinner, here’s my trip to New York City, here’s my partner, this is me in my bathing suit, my purple toenail polish, here’s me having a cup of coffee on the back porch.
It may seem dreary now, but for a long time, this kind of engagement got lots of attention and led to lots of sales.
A New Era in Marketing
Everything shifted when an overpopulation of the “Look-At-Me” humble brags took over social media. Then it shifted again when Covid sent everyone online for work and we quickly lost interest in all the superficial navel-gazing. It all started to feel, if not fake, then highly stylized and selected. What was once novel & exciting had become boring. The ground was fertile for another shift.
The “rules of engagement” have changed because your audience has changed. This new demand for authenticity, tells us, “Relax. Stop trying to look perfectly put together and perfectly cool.”
It’s not your hair, your boutique website, or your wardrobe that interests them anymore. It’s YOU.
It’s truly your time to stand out and turn heads just by being yourself. Your authenticity is the new gold standard. Why? Because potential clients need to see if they like you before they buy from you. It’s as simple as that. Connecting with you is their top priority. So, the first thing they do is vet you – to decide if you’re the real deal or not. (They know B.S. when they smell it.) Which is why your authenticity is their gold standard.
Show them who you really are.
Potential clients want to see your natural quirks. They will love you and choose to work with you because of them! Show what makes you different everywhere in your marketing content – emails, videos, opt-ins, sales pages, and training.
The Age of Authenticity is here
What all this means is, it’s truly your time to stand out and turn heads. Your biggest sales asset is now YOU. Sales are now WAY MORE about you-the-person delivering the service than the service itself.
In today’s market, real-life human connection is everything. Your clients are looking for guidance from someone who has been there, walked the walk, and knows what it’s really like to be where they are now.
So, give them a real taste of YOU.
Focus on everything you uniquely bring to the table right now.
Share your story. Now, that’s interesting.
Your unique perspective.
Your beauty and inspiration.
Ask yourself questions that reveal your best sales content:
What have you mastered?
What do you know?
What do you love?
What habits have made all the difference?
What demons have you conquered?
Why are you doing this? What inspires you in a BIG way?
Connect these gold mine answers to the services you provide and the specific benefits your clients enjoy.
Name the unique benefits of working with you and they’ll want to buy from you. Show them what they get with YOU that isn’t like the others. Perhaps you’re an amazing listener, you don’t let anything rile you up, you’re peaceful, you truly love yourself, you meditate regularly, and it shows.
What’s super cool about you?
What charities and projects do you support?
What’s your life mission on the planet and how does your work connect to it?
These ‘little details’ make a big difference for your audience. Ultimately, they’ll choose to buy from you BECAUSE of those details. They’re the specifics that allow them to connect with you and intuitively know they can trust you.
The only way to gain their trust and their business is by being real so they can decide for themselves if they like you. Expose thyself, Lady Godiva style. By which I mean in an empowered way!
Being real requires a lot of self-care.
Feed your soul with habits that nurture you. Make exercise, meditation, and mindfulness part of your daily routine.
Do not compromise on this.
Getting vulnerable is exciting. Authentic expression brings more vitality to your life and business than the coolest photo shoot in Bali ever could. But it comes with a responsibility to be true to yourself, so stay connected to your soul and your source.
Deep diver, it’s truly your time.
You’ve been waiting for this moment.
The stage is set.
Lights, Camera, Action: show us who you really are!
This is how you thrive.
About the Author
Name: Nicole Washburn
Professional Title: Copywriter and Book Coach
Bio: Nicole Washburn, bestselling author of Copywriting Magic and Creative Magic (2024 release) and coauthor of Opening the Channel and Art & Literature, is a copywriter, book coach, and ghostwriter. As ‘Copywriter to the Coaches,’ she’s helped hundreds of service-minded entrepreneurs write unique ads, emails, blogs, and books that attract their dream clients and establish them as authorities, so sales are easy.
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