An NPR story I heard just moments ago inspired me to write. In Tom Goldman's piece about Barbaro and what his passing might mean for Derby Week, we get a little snippet of the power of authenticity.


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One of the keys to transparent marketing is to "be authentic," and it is something that businesses seem to have a lot of trouble grasping. It may be because traditionally, business has been all about seeming bigger than you are or seeming more corporate so as to be perceived as more established/trusted, and so on... BUT, I'm here to tell you that women especially want to see behind the curtain before they give their trust.
That's why an NPR story I heard just moments ago inspired me to write. In Tom Goldman's piece about Barbaro and what his passing might mean for Derby Week, we get a little snippet of the power of authenticity.
Goldman reported the industry had been concerned that the whole new herd (my word, not Goldman's) of horse race fans might lose their interest now that Barbaro was no longer around (sort of like the cycling industry and Lance Armstrong's retirement). However, that doesn't appear to be the case. Rather, because the normally more secretive, non-disclosing industry actually was very open about every step of the way with Barbaro, the newer fans seem to have stuck around.
Fans, like consumers in general, appreciate honesty because it humanizes or makes the industry/organization more accessible. For the longest time, horse racing seemed ever-connected with outrageously rich people in big hats drinking mint julips. Then, when the horses and their stories became the focus - voila! - A LOT more people could relate. (I, for one, relate much more to the stories of animals - and of people who ride bikes, in the case of Lance Armstrong - than I do to competitive sports, in general. I think the Barbaro story has helped to keep me plodding along with my once-a-month riding lessons. )
Being authentic means staying true to your roots, and remembering the human-scale reasons your business does what it does. With that in mind, being honest about the problems and solutions along the way shouldn't be that scary. In fact, the humans who are your customers see your honesty for what it is, and appreciate your brand all the more.
Now, I need to go schedule another riding lesson...
*Transparent marketing is one of the concepts introduced in the book I co-authored, Don't Think Pink.