Customers research before they buy, so marketing has to feel real. Run an authenticity audit on every sales touchpoint—calls, emails, proposals—to find where you sound fake and reconnect with why your business actually exists.
Chapters
In the world of marketing, belief is going to be the theme of 2022. Why? Because your customer can find out everything they need to know before contacting you, which means by the time they talk to you, they have a pretty clear picture of the truth. So all you have to do from there on is provide an authentic, believable sales experience, which should be simple, but it's not. Because their belief can be eroded pretty easily. Your next step is to do an authenticity audit on your sales milestones, including your calls, emails, proposals, and marketing literature. How sure are you that the approach you are using is a convincing one? How can you get back to the roots, the real why about your business?