Being Authentic in Business

“One mistake I made when I started off is I tried to be a man in my business. I tried to do things like men. I tried to get up on stage and be a man. I realize now that all I have to be is myself. I can be in my feminine energy. I can have fun. I can simply be Ali.”
– Ali Brown, Ultimate Business Seminar,
Los Angeles, summer 2008

When we start off in business we all have visions of who we think we need to be in order to please (or convince) our clientele and colleagues. We decide what we should look like, how we should act and dress, what our websites and marketing materials need to say—or not say; we envision our model of business success, and we chase that model to the extreme exclusion of our own true selves. We create a disingenuous version of ourselves, and our businesses suffer for it.

Life in the real business world

In reality, none of this is what our clients want. It’s not even what our business associates want; because it’s neither true nor real. This sanitized version of our business selves is just like every other sanitized business persona that’s out there—it’s impersonal and lacking in authenticity. It’s impossible to connect with.

Authenticity is what people are really looking for, especially with an Internet-based business. One of the biggest problems with online business is that it lacks the human element—the connection that tells you, “Yes! This is a person I like. This is a person I want to deal with. This is a person I can rely on again and again. This is a real person’s business—a business I can trust.”

Your biggest business advantage…YOU

That authenticity, that personality and genuine self is your single largest advantage over big business. You are a person, and people like people. People buy from people. You are not some big conglomerate trying to reach through to create a connection with people—you already have one. All you have to do to prove that is to show it—let your genuine self come through.

Now, there are some Internet marketing experts out there who will likely disagree with this. When people teach Internet marketing theory, they talk a lot about clicks and conversions; but clicks don’t buy—people do. People buy from people.

The proof is in the practice. When you start opening up to your customers, they begin to find ways to connect with you on a personal level; but a personal level that matters to them, which is the most important level of connection of all.

“Be who you are and say what you feel because those who mind don’t matter, and those who matter don’t mind.” –Dr. Seuss

Being genuine is about as simple as it gets in business. There is no formula to follow, no complex algorithms to configure. All it takes is a bit of personality as you go about your usual business. This is very simple stuff.

It’s the little things that people respond to—the small details, the peeks into your life that build your business as genuine. These are the simplest, seemingly inconsequential things you think only you and your mother care about; like sharing stories about yourself, dropping a note into an e-mail newsletter about your impending vacation, or the trouble you’ve had with your cat or your kids’ school. The things that show that beneath it all, you are just a person like everyone else; with a life that includes your business—a potential for connection.

Anyone who is put off by your being genuine were never going to buy anyway, and were not destined to be repeat clients. The people who do matter don’t mind your being personal—they welcome it! These are the people you resonate with, the people who are ready and willing to build long-lasting relationships with you and be repeat customers. It’s the ultimate target-marketing.

Set yourself apart

And this is why when you are your genuine self, you have no real competition; no one can compete with your complete authenticity—there’s no competition for who you are. When you realize that success in business really is that simple, suddenly a weight is lifted because you already know how to succeed. You don’t need to compete or to compare. You only need to be you.

Do you sound just like your colleagues or do you stand out from them? Most people present themselves as who they want to be as opposed to who they really are. You can act big, dress for success, and most importantly—think big, but the biggest advantage you have lies in being personal. The truth is, people are happier putting a name and face to their sellers. And this is all the more important when it comes to online businesses. They want to know the real you. Today, clients are smarter and more discerning than ever. They want to know who you are, what you stand for, and what makes you the right choice for them. They want to do business with people who are honest and straightforward. The good news is that once they find you, they’ll tell everyone they know about you.