BE INAUTHENTIC TO SUCCEED

Authenticity is doing what you promise, not “being who you are”.
— Seth Godin

You're a faker. I am too. That's fine.

There's so much talk about the importance of being authentic. Who would want to be inauthentic? Yet we are and need to be.

We're continually working to make ourselves look better than we really are. Our studio photos look better than we do (at least mine do). Wordsmithing makes our words more convincing. Our clothing and accessories affect our impact. We get coaching. Our designers make our logos and websites look better than we could. Today, I changed out of shorts into a suit to visit a client who was … wearing shorts.

There's makeup too. Who would argue against us being ourselves, but better?

Like It Is

Please don't tell me about authenticity. Brands and personas are made, not born, and we use them because they work. — Seth Godin

Some people will “tell it like it is”. They think this honesty is admirable and don't seem to care who gets offended. This blunt “take it or leave it” approach limits their success. They may be authentic but they're hurting themselves. What good is that?

Is Coke still authentic after corn syrup replaced the sugar? Some changes may be better for shareholders than customers and lead to cynicism when discovered.

Who Are You?

If you catch yourself making a promise that's been made before, stop. Don't spend a lot of time and effort building credibility with this sort of promising, because it doesn't pay off. — Seth Godin

If we're inauthentic, how does anyone know who we really are? They'll have trouble seeing through our facade because our behaviour often changes with the situation. I’m back in shorts.

Clues help. That's where your digital tapestry makes a difference. It's difficult to maintain a facade over time. Consistent persistent generosity shines through. People have innate ways to sense what's genuine.
Showing our better selves can make us better as we work to match our image. That's virtuous.

Links

• Authenticity (Seth Godin)
• The real thing (Seth Godin)
• Changing personas (Seth Godin)
• Won’t get fooled again (Seth Godin)
• Two steps to authenticity
• Your digital tapestry
• How to fight cynicism
• Image courtesy of Carlos Garcia Siino (Puerto Rico)

PS How authentic are you?

THE DETOUR TO PROVING YOUR EXPERTISE

The usual way to sell Q is by showing your expertise in Q.

There's another way. Show your expertise in R (something else) to imply your expertise in Q. This works best if

1. your expertise in Q is indisputable
2. R is more interesting than Q

Twist Mitch

Mitch Joel gives great presentations and writes a thought-provoking blog, Six Pixels of Separation. He rarely discusses the marketing services his firm, Twist Image, provides. Yet, I’m left feeling that he and his team must be excellent at what they do. Perception becomes reality.

You probably have your own examples. Maybe you see someone who’s devoted to fundraising. Don’t you figure they’re generous, successful and excellent at what they sell?

Transference isn't guaranteed. You may be a wonderful singer but that doesn’t mean you’re great at fixing leaky basements. There’s such a disconnect.

Why Detours Work

How you do anything is how you do everything.
— T Harv Eker

What you are speaks so loudly that I cannot hear what you say.
— Stephen Covey

People may have trouble gauging how good you are at what you sell, especially if you provide a service. Both quotations show why the four habits of the highly referable are so powerful: they imply you do other things well.

What do your clients really want? Probably to increase their revenue without buying what you sell. Help them reach their goals and they'll assume you're great at what earns you money. Why wouldn’t they then hire you or refer you? That’s reciprocity and authority in action, two of the universal principles of influence.

The Core

To imply expertise, first become excellent at the core of what you do. Apply the 10,000 hour rule and then expand. This will be easy for you but difficult for others to copy since few push through The Dip to mastery.

Example

I've designed life & health insurance products and advised top advisors. When I blog or speak about marketing, you’re likely inferring that I’m still expert in the dull world of insurance. Why discuss marketing? That topic opens more doors and attracts large audiences. Discussing social media has been especially effective since 2008.

What you sell may be seen as a periodic unpleasant purchase. You might not get repeat business for years. If you have a more appealing topic, you’re more likely to maintain ongoing contact. Maybe your magnet is your hobby?

You might even find another stream of revenue.

Do You Charge?

Marketers like Dan Kennedy advise you to sell everything you can: a better mousetrap, a book/video bundle on how to design mousetraps, a seminar and a paid newsletter. Maybe that would work for you.

I've been offered money for my marketing help. I've refused for two reasons. First, I'd get distracted. Success comes from focus … which comes from saying no … which frees up time to focus. Second, my advice would be less credible. You make more money when others rely on you (selling them fish). Without any marketing services to sell, I focus on sharing quick ways to self-sufficiency (teaching them to fish). That works well.

The scenic route is more enjoyable than the boring freeway. You never know who you’ll meet along the way.

Links

• Lessons from Networking With Millionaires by Thomas J Stanley
• The four habits of highly referable people
• The 10,000 hour rule: mastery plus opportunity trumps talent
• image courtesy of New Zealand Transport Agency

PS Would a detour help you too?