The New Currency Is Authenticity

Truth is a point of view but authenticity can’t be faked.

Peter Guber

We all live surrounded by a morass of media. Some days feel like the media blitz is relentless, bombarding us with stuff and junk that all looks the same and makes us almost immune to paying any attention to it.

So what can you do to stand out? Focus on authenticity. Be real. Act vulnerable. Share who you truly are. Don’t be afraid to pull back the kimono a little bit.

Why is this so important? Because at the end of the day, before someone buys your product or service, there’s one thing they have to buy into first.

YOU.

People buy who you are and what you believe before they buy your product. They want to have a sense of you, to feel some sort of connection with you that in turns justifies their purchase from you.

When you talk about what you believe instead of what you sell, you lower the resistance for your prospects. It’s almost as if you are inviting them into your belief. Suppose that your copy includes a statement such as: “We believe in lasting relationships.”

Let’s assume that this statement is true for you and that you are simply expressing a personal belief. Notice what this does for the person who reads this statement. You are issuing an invitation to them to participate with you in the belief. If they also believe in lasting relationships, you suddenly establish a connection.

That other person, almost unconsciously feels like you are “their kind of people”. They think that you “get them” because you share a common belief.

Therefore, the more authentic you can be in expressing what you believe, the more people will raise their hands in your favor, experience the connection and join your tribe, buy your products and share your content with others. It’s a win-win on all fronts.

Here’s the other benefit. You stand out. While everyone else is talking about features and benefits you are instead inviting people into a space of common ground that is completely genuine. What a breath of fresh air.

Authenticity will differentiate and distinguish you from those around you. This will help you build more connections that will in turn lead to more sales.

In a very crowded online world, authenticity is the new currency.

Ridgely Goldsborough is the co-founder of JV Hacking, the revolutionary program and software that teaches affiliates how to make a fortune doing Joint Venture Marketing. Find out more at www.JVHacking.com.