Authenticity is the new buzzword in marketing and the evidence is in plain sight.
Copywriting is becoming more casual and relatable. Businesses are posting ‘behind the scenes’ content. Advertising is generally less ‘sales-ey’ and more conversational. Vulnerability is cool and CEO’s are building their personal brand via Instagram.
So, why is authenticity such a big deal? And isn’t this article about ‘attention’?
Here’s the thing –
Authenticity is a big deal because it’s hard to find. Thus, its value has risen. This is due to a multitude of reasons. But, one springs to mind. What is it? Social media. Yep. It’s never been easier to construct a deceivingly perfect highlight reel. As a result, the masses are crying out for imperfection.
Another commodity is receiving much less fanfare. Which is kinda funny, considering what it is. Already guessed it?
Introducing one of the most endangered species in 2019:
In the age of constant distraction, it pays to pay attention.
Are you bombarded with generic (i.e. spam) emails from digital agencies? Is your LinkedIn pounded by automated messages from ‘business strategists’? Do you get resumes and cover letters that say nothing specific about the position?
Now, I’m sure you jump at every offer. Right? Of course not.
Many reasons. One of them is — they didn’t pay attention.
You work hard. If someone else can’t even read your job ad, why on earth would you hire them? A lazy first impression suggests a lazy attitude.
This is one of reasons LegalSites has grown so fast.
I knew it wouldn’t be easy starting my business. Why? I was a small fish in a big pond. There’s no shortage of digital agencies and web designers. But, most of them aren’t paying attention.
I focussed on being responsive and attentive. I actually researched the businesses I wanted to work with. I made thoughtful suggestions. Many of these ideas had never been suggested. This usually astounded me. Why? My suggestions weren’t ground breaking. They were mostly common sense.
I could only assume that my competitors weren’t really paying attention.
Sure, it wasn’t easy getting those first few clients. The majority of my emails and phone calls were unfruitful. But, my success rate was fantastic compared to my contemporaries.
My thoughtfully prepared emails hit the mark. I made connections with law firms that needed help. The ball started rolling. Now, I own a booming niche digital agency.
I suggest that any business can achieve more success by being attentive.
Quality over quantity.
There’s nothing clever about casting a wide net. Instead, focus on helping a small number of prospects. Give them the attention they deserve. They’ll appreciate it.