Raw and Authentic Vs Contrived and Fake

When you communicate with potential customers, do you ever think about how you want to make them feel?

Now clearly, the end goal with any potential customer is that they will at some point become a real, paying customer. But is that monetary exchange alone really going to create a long-term loyalty or connection with your brand? Will it keep them coming back time and time again?

Possibly, but what we’ve found is that people tend to build up loyalty with a brand that they emotionally connect with. Possibly one of the easiest ways to start building emotional connections with customers, both potential and current, is by posting raw and authentic content.

People Connect With People

What do we mean by this? Well, say you post a stock image to your socials with a generic description about the services you offer. How do you feel when you see this post? Does it stir up any kind of emotion in you? Most likely, the answer is no! That’s because there is nothing real, raw, or authentic about this kind of content.

On the other hand, say you post a photo of your team during a moment of fun in the office. Maybe it was Sarah’s birthday and you all pooled together your resources to buy her a pair of those running trainers she’s been going on about for months. How do you feel when you see this post? Maybe you feel a sense of pride in your team, and at the very least you probably smile when you see it.

Although your customers might not know Sarah, they will still feel an emotional connection to another human being experiencing a real moment of joy. Now, not all of your posts need to be quite this emotionally charged, but they should all aim to evoke emotion of some kind to connect your customers with your brand.

So, next time you go to post something to your socials, your website, or really anywhere you put out content, take a moment to think about how this will help your customers to authentically connect with your brand. And, if you need any help, we’d love to chat. Shoot us an email at [email protected] to chat about how we can help you level up your content game.