Authenticity is very important. People are very sensitive to, dare I say, bullshit. Therefore, do not fake what you are not.

I understand that if you are truthful, you run the risk of exposing flaws about yourself. Even though this may appear to be vulnerability, some people might find it refreshing because you are more real.

Why does a dose of honesty work so well in the marketing process? First and foremost, candor is very disarming.

Every negative statement you make about yourself is instantly accepted as truth. Positive statements, on the other hand, are looked at as dubious at best.
– Al Ries & Jack Trout

Part of transparency is to share the personal side of your brand – you. It goes without saying that you have to be selective of how much to share. Not everybody is interested in what choice of toilet paper you buy, unless you are in the sanitary business.

Try to stick with positive emotions. No one likes a grumpy person. In fact, likability is an important aspect of psychology and conversion, even though it is a bit of a no-brainer. However, you would be surprised at how many people like to dwell on negativity.

By being open, you allow opportunities for people to connect with you emotionally. I always emphasize this — people like to hang around with other like-minded people.

Create bonds based on common issues, such as shared love for coffee or a sympathetic weakness to the temptations of carbs.

buttery croissant

Of course, if you could add a humorous twist to your online demeanor, more power to you. Share only as much as you want to share. And remember that on the Internet, you could be whoever you want to be, as cartoonist Peter Steiner illustrated in The New Yorker (via Wikipedia).



For more content strategy posts, read here.


Lawrence Chan

P.S. I love how this Marukame Udon (Honolulu, HI) is transparent about their udon cooking process — from rolling the dough to boiling the noodles! Nothing to hide. Pure deliciousness.

restaurant transparency

P.P.S. I have an affinity for cooking … and eating. What food are you powerless to? Comment below!

buttermilk pancakes