In today’s world of digital marketing, it is essential to stand out from the competition. Doing so implies that your business has something unique to offer and it also helps customers trust in your product or service. One way for businesses to capture potential customers’ attention is to focus on crafting an authentic message. No matter how large or small, every business can benefit from being more genuine in their marketing efforts. 

Focus on What Sets You Apart From the Competition 
It can be hard to differentiate yourself from other businesses, especially if you are selling similar products or services. To set yourself apart, emphasize what makes your business unique and special. This could mean highlighting a specific aspect of your product, such as its sustainability, or focusing on customer service as a key differentiator. Whatever it may be, make sure that you are clear about why someone should choose you over another business. 

Humanize Your Brand 
It is always important to create personalized content that speaks directly to the needs of your customers. For example, instead of creating generic ads for mass consumption, make sure that you are specifically targeting individuals who will likely be interested in what your company has to offer. This means taking into account factors such as age range, geographic location, gender identity and interests when crafting marketing materials.  Additionally, you should use language that conveys warmth and understanding rather than sounding too formal or corporate. Showing off the human side of your brand will help create an emotional connection with potential customers which can lead them down the path towards conversion.  

Eliminate Vague Messaging 
When creating content for potential customers, make sure that you get straight to the point without any superfluous language or vague messages. People do not have much time these days so they want their questions answered quickly and efficiently without having to read too much text or search through too many images/videos etc.. Make sure that each element of your content conveys a strong message with minimal effort required from viewers/listeners/readers etc.. Furthermore, ensure that all messaging is consistent across all platforms – this could mean using similar color schemes and logos throughout so people easily recognize who you are even if they have never interacted with your company before!  

Authenticity matters more than ever when it comes to marketing today's digital world. These tips will help ensure success in capturing the attention of potential customers! With these tips in mind, businesses can start making their marketing more authentic today.

Have you ever heard marketing like this:

"Call within the next 20 minutes, because we can't do this all day."
"This products is so great, it sales itself!"
"What is it gonna take to get you to buy today?"
​"Our prices have never been lower!"

Cringe..... ugh, don't these just make the pit of your stomach hurt?  It doesn't have to be this way.  There is a way of communicating with your customer that is authentic and heart-centered.  

Many entrepreneurs that I know often struggle between doing marketing that feels good (but doesn't work) and doing marketing that works (but doesn't feel good).  

Let's begin by exploring just want marketing is.  Merriam Webster Dictionary says that marketing is: "the process or technique of promoting selling, and distributing a product of service".  Okay, that doesn't sound bad in and of itself.  Wikipedia says that marketing is: "the process of exploring, creating, and delivering value to meet the needs of a target market."  Hmmm.  That actually sounds like a good thing.

If you're an entrepreneur, you want to be of service. You're in the game to meet a need.  If that is true, you must be able to tell your clients about how you can do that.  Imagine for a moment, a scenario where there was an incredible product or service that could truly help people, but because the company had no comfort around marketing, people continued to suffer.  That would be tragic indeed. 

You have something to offer.  You've put blood, sweat and tears into bringing your product or service to the marketplace.  If you want to honor all of the effort that brought you to this point in your journey, you must market yourself.  It is your duty.  So really, marketing is about meeting a client's need and honoring yourself & your creation (your product or service).   Those are two authentically beautiful things that I can totally get behind.  

Marketing is about communication, and communication is one of my all-time favorite topics.  The root of the word "communication" in Latin is communicare, which means to share, or to make common (Weekly, 1967).  Communication is defined as the process of understanding and sharing meaning (Pearson & Nelson, 2000).  I love the way that feels... "the process of understanding and sharing meaning".   Mmmm, that feels good.  Let's explore that deeper and discover how that relates to marketing.  

Process refers to a dynamic activity, this means that in marketing is about both you and the prospective client.  Many of us perceive marketing as chasing someone down and pressuring them, or forcing them, into purchasing our product or service. When we look at it more as a give and take, a relationship, a dynamic activity - than it begins to take on a different look and feel.  

Understanding is to perceive and relate.  In marketing, this means that we are holding prospective clients as able, we are trusting them to know their needs and make their own decisions.  It means that we are sharing ourselves, our gifts, talents and our expertise.  It means that we are genuinely curious, and that we don't have an agenda for the other person. 

Sharing is the cornerstone of good marketing.  I love vocabulary.com's definition of sharing: to use it or enjoy it with others.  If you have a product or service and you approach a possible client from a heart of wanting to enjoy it with them, that is an expansive place to start.

​Meaning is what we share through communication. In marketing, it is helping the client understand why what you have to offer is important, useful, and provides purpose.  

It is possible for you to develop a positive, rich and beautiful relationship with marketing.  Marketing doesn't have to be icky or cringeworthy.  It can be an act of self-care, an act of service, it can be playful, and it can connect you with your tribe.  Marketing is just another skill and one you can master whenever you choose to. 

For more on this topic, check out the work of Tad Hargrave, founder of Marketing for Hippies, Ethical Marketing for Uncertain Times (I love the work this man is doing!) and Mark Silver, founder of Heart of Business, Inc.