Why Honesty in Marketing Doesn’t Go Far Enough

I’m not one to split the atom when it comes to differentiating between two very similar terms.

For example, I generally use the terms “content writer” and “copywriter” interchangeably. Some purists would have me flogged for writing and speaking so haphazardly.

Two words I often see used interchangeably are “honesty” and “authenticity.” From a marketing standpoint, these are two very valuable yet very different characteristics.

Honesty is about being truthful and accurate, whether you’re sharing facts or an honest opinion. Honesty is obviously a good quality and vital to good marketing.

But honesty doesn’t go far enough.

Honesty is just one component of authenticity, which has quickly become an essential component of marketing – a component that many companies struggle with.

Authenticity is one of those words that gets thrown around in meetings without any true understanding of what it means or the impact it can have.

More than being truthful, authenticity is about how you present your honesty to other people.

Authenticity is about making people feel a certain way. It’s about being real, genuine and believable.

Authenticity is about speaking, writing and behaving in a way that’s true to yourself, your character, your values, your personality and the people you serve.

Authenticity shows you’re being transparent and have nothing to hide.

Authenticity shows good faith. It makes people feel comfortable. It builds trust and respect.

Authenticity makes your story more interesting and gives it more depth.

Authenticity makes your company more likeable and your product more valuable.

Authenticity shows vulnerability. You’re not perfect, and that’s okay. People can relate to that.

People don’t want or expect perfection. They can accept shortcomings as long as you’re fair and do everything you can to make up for those shortcomings.

Nobody is perfect, but everyone can be authentic.

There may be a new obsession with authenticity among marketers, but the desire for authenticity among the rest of the population isn’t new.

20, 50 or 100 years ago, I’m sure people wished and hoped companies were being real and genuine.

Some companies have delivered. Most have not.

Marketing always has been inherently inauthentic. Brands typically have tried to highlight their best qualities and hide the bad things. Some have just lied. The goal has been to sell a product by saying what the audience wants to hear.

Even most of those companies that have been honest lacked the authenticity that really makes a connection with people.

The difference between today and 50 years ago is that people today are more empowered to reward authentic brands and punish inauthentic brands.

Today’s empowered public has instant access to virtually unlimited information. If a company isn’t being authentic, people can usually find out. They can check the facts. And they have plenty of ways to share their findings.

The funny thing about the new emphasis on authenticity in marketing is that it has required such a seismic cultural shift with so many companies.

Be authentic? Keep it real? Damn, we’re gonna have to figure this thing out!

Honesty is easy. At least it should be. Just tell the truth.

Authenticity is relatively easy to achieve if you’re authentic out of the gates. It’s a bit more complicated when it requires a change in direction.

Businesses can work on being more authentic by following these steps.

First, take a look in the company mirror. What are your values? What is your voice? What is your personality?

Then take a look at your audience. How does your company make people feel? Is that how you want them to feel?

Next, take a look at your marketing content. Are you being true to yourself and your audience? Do your voice, personality, values and character shine through in your content? Is it believable?

Finally, take a look at how you conduct business. Do your voice, personality, values and character shine through in your everyday operations and customer interactions?

Honesty is a great start. But authenticity will help you build the relationships that build and sustain your business.