Authentic communications specialists
At Clarity, we are authentic communications specialists. “Authentic” means being real in everything you say and do. Some people would say that should be a given. Yes, it should be, but it’s not. And as technology keeps shifting more power in the marketplace to the consumer, those who fail to be real are going to find it harder and harder to do business.
The reason so many brands skip authenticity and relationship in their communications is because, in our fast-paced, quick results day and age, they think every interaction must be an instant transaction. But people are tired of being treated like just another sale. Consumers now have the power to check you out long before they ever meet you, and anti-spam legislation and online Ad Blockers give them the ability to avoid intrusive, unwanted sales content.
How do brands continue to make sales? The answer is simple: stop selling, start communicating. Offer prospects plenty of chances to get to know you without ever pressuring them to buy. Don’t expect every interaction to be a transaction. Treat people like human beings, not dollar signs. It’s how consumers expect to be treated now anyway; we just think it’s time for businesses to catch up.
There’s nothing wrong with promoting your brand in creative and engaging ways. But be real and be relational. Trust is paramount for gaining and maintaining a loyal customer base, so whether it’s content on your blog or a promo video on your website, get a team to help present your business or organization with style and authenticity. It’s a more human way to do business, and it’s how we approach each and every project we work on.