Today’s headlines are filled with big companies losing their brand reputations for trustworthiness and authenticity left and right (Toyota and BP, to name a few).  Where’s a consumer to turn for the real thing? Consumers are hungry for authentic products and services they can rely on. Your business could be just what they’re looking for—if you market it right.

These days, consumers are suspicious of big companies trying to sell them something fake. As an entrepreneur, you have an edge over the big guys and can make yourself stand out from the crowd by flaunting your business’s authenticity. What’s more authentic than a small-business owner trying to achieve the American dream?

To emphasize your company’s authenticity in your marketing materials, start by pinpointing what is special about your service or your product. Authentic is another word for original. What is your USP (Unique Selling Proposition)? Maybe you serve an authentic dish native to Mexico in your restaurant, or you sell an authentic style of clothing relating to a certain time period.

A great way to convey your business’s authenticity is by telling a story. What’s the history behind your business? Is it a family business? Why did you start the company? Did you go through any struggles, or can your story inspire others? Play up your personal story when you send out press releases or target journalists and bloggers. Post your company’s story on its website. Consumers love to meet the people behind the company—that’s authentic.

Maybe there’s a story behind your product. Is it handmade by local artisans? Crafted by women in an African village? Or is every product your toy website stocks personally tested by your kids, nieces, and nephews? Tell your story on your packaging, in your marketing materials, and on your website.

Being a local business also helps project an image of authenticity for your company. Get listed in print and online local directories, get involved in your community, and show that you care about your hometown. In return, your home town will care about you and respond to your authenticity.

Last, but not least, emphasize your authenticity by focusing on the emotions your product or service invokes in your customer. Does it remind them of their childhood, their mother’s cooking, or their favorite movie? Marketing authenticity is an emotional angle that takes some time to get right, but once you’ve got customers by their heartstrings, you’ve got them for good.

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