Authenticity in Modern Marketing

A free range, grass fed blog postAuthenticity.  What does it mean to you?
Is it a pristine, original painting? A perfectly restored classic car? Perhaps organic fruits and vegetables? Artisan firewood? Using leeches as a way to heal wounds? Well, you get the picture. Humanity can get a little carried away with authenticity. But it sells. In fact, the Rule of Seven (“rule” stating that you must contact a person 7 times before they will consider your product or service), is becoming a laughable thing of the past. It’s no longer about how many times you contact somebody, it’s about HOW you contact them and if it is RELEVANT and COMPELLING to them.

We are obsessed with authenticity
In the digital age we are bombarded with demands for our attention,  In our over-processed lives nearly every outlet is untrustworthy. The things we do trust are original, simple, and down to earth. We are drawn to people and other creatures that persist, and that are unapologetic originals—because we want that too. This phenomena can be seen in nearly every issue on every side of the political aisle and is manifested in different ways.

Businesses can direct that passion and drive for authenticity on a product or service by speaking the new language of the consumer.
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