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Guide to Being Authentic

Whether you are writing copy for direct mail, email, social media, or mobile video, it is important to be authentic. People buy from people, so create marketing copy that is believable and that makes people want to buy from you. But like everything else, being authentic still takes planning. Here are five tips for keeping it real. 1. Be human. Don’t sound like a corporate brochure. Instead of saying, “We’re going to leverage our core competency to shift the paradigm,” say, “As experts in this area, we’re going to do something new and exciting.” Use common language. Speak in a way that your audience can relate to. 2. Be passionate. Passion is contagious. When someone argues deeply and passion

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