Authenticity in business writing. What is it and how do you achieve it?

In business, authenticity is key to building trust with your customers. Customers can smell BS from a mile away, right? They see through empty marketing speak and phony promises and call it out. As a customer, you know when a business isn’t genuine, and it doesn’t instil trust or inspire you to do business with them, does it?

A Stackla consumer content report revealed that 86% of respondents said authenticity was important when deciding which brand to support. While authenticity ranked high across the generations, Millennials valued authenticity the most at 90%, followed by Gen X at 85% and Baby Boomers at 80%.

That’s why it’s so important for you to be authentic in your business communications. But what does it mean to be authentic, and how can you embed it in your brand? 

First. Be True to Yourself

The first step to being more authentic in your business writing is to be true to yourself.

In the words of Oscar Wilde:

“Be yourself; everyone else is taken.” 

After all, you’re the point of difference to your competitors, right? No one else can do you.

The tone of your writing communicates your brand’s personality. How do you want customers to feel about your brand? More importantly, how do you feel about your brand and the message you want to send to your customers?

Not being true to yourself can mean you miss out on attracting your ideal customer. If you write with a particular tone because you think you need to sound professional to impress your audience, you could be turning away the customer your service or product is designed for.

This means being honest about who you are, what you do, and what you offer. 

Be genuine in your communication and your interactions

Think about how you talk to your ideal customer. Are you relaxed and casual, perhaps throwing in a swear word here or there? Or are you more old-school, where you were told never to swear in front of customers? 

What works for your brand? What works for one organisation won’t work for another. For example, a finance institution targeting Gen Xers generally won’t use the same tone as a casual clothing brand that targets Gen Z. This is all part of finding and deciding on your business tone of voice

Whatever your style, get comfortable with it, own it, and communicate your brand message in that tone—whether that’s old school or new age. An authentic tone of voice will shine through and attract your ideal customer. 

But being authentic isn’t just about your tone of voice. Authenticity means being genuine in your daily interactions and getting to know your customers and their needs. 

Don’t always go in with the hard sell. If you’re a member of an online forum and someone asks a question in your area of expertise, offer advice and support free of charge. Be prepared to forgo short-term profit to build lifetime customer trust. Karley Beadman consistently does this on Findheronlinedirectory.com.

Educate and inform instead of push. Don’t try to beat someone over the head with your product or service. If you educate correctly, the customer will understand how your product or service can help them.

Respond to queries in a timely and personal manner. 

Be transparent about your business processes and prices. Honesty and transparency go a long way toward building trust with your customers. 

By being genuine in your interactions and authentic in your communication, you’ll show your customers they’re more than just another sale; they’re valued members of your community.

Then they’ll make a buying decision.

Be consistent with your message

Once you’ve decided your tone of voice, your message must be consistent. This means staying true to your brand voice and values across all communications. Whether you’re sending an email newsletter or posting on socials, ensure the message you’re sending is consistent with the image you want to project. By being consistent in your message, you’ll build trust and credibility with your customers. 

Customers want to know that they can trust the businesses they’re dealing with. The best way to build that trust is by being truthful, transparent, and consistent in everything you do.

Need help delivering authentic business content?

Get in touch. I’d love to help you out.

How Can a Content Writer Help Your Business Find Its Tone of Voice? 

Think about the businesses or brands you interact with regularly. What’s their communication style? Are they friendly and personable, or serious and to the point? How do you feel when you interact with their content? Do they communicate in a way you expect them to? 

The tone of voice a business uses plays a significant role in how customers and potential customers view them. That’s why you need to find your business’s unique tone of voice and use it in all your communications—from website copy to blog posts to social media captions and even internal communication. 

So, what is tone of voice in business communication? 

Tone of voice refers to the overall feeling your business content conveys. It should be consistent across all platforms and align with your brand identity. A well-defined tone of voice will help you build trust and credibility with your target audience and differentiate you from your competitors.

How can a content writer help you find your tone of voice? 

As a business owner, you already have enough on your plate, juggling all the balls and keeping your business afloat. When there aren’t enough hours in the day, and you feel you don’t have enough hands to keep all the balls in the air, how can you ensure your business communication and tone of voice are on point? 

That’s where a content writer can help you. A content writer will work with you to find your tone of voice by helping you to:

  • understand your target audience
  • define your positioning statement
  • clarify your product/service features and benefits
  • generate a customer avatar
  • establish brand, tone and writing guides.

From there, they can craft copy that accurately reflects your unique personality and ensure your business communication is consistent. 

Your business’s tone of voice is an essential part of its brand identity—and it’s something that should be carefully crafted and maintained over time.

If you’re unsure where to start or how to keep things consistent, it’s worth looking into working with a content writer to help ensure your content accurately reflects your brand.

Need help nailing your tone of voice? 

Get in touch to schedule a free discovery chat. In this 20-minute call, we’ll discuss what you need and see how I can help you.

If you decide you’d like to work with me, I’ll send you a document for you to complete before we have our briefing call. We’ll talk through the document in our call to ensure I understand your business. Then I’ll get to work. I’ll check in with you throughout the process to ensure I’m on the right track and you’re happy.

It’s a bit of a time investment upfront that could save you hours in the long run and help build your brand credibility.

Drop me an email at info@jacquisumner.com if you’d like to learn more.