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Authenticity? What is it good for?

Sep 10, 2021

Debbie and Bertie grapple with authenticity. It's been the buzzword of marketers for a while now, but what does it actually mean for your business AND more importantly does anyone actually care?


Transcription

Bertie: And if we did it, we have, we did it again. We live good morning, Debbie.

Debbie: Good morning. Bertie, it's nice to see you. After our two week break,

Bertie: two weeks, three weeks, it's been a long, it feels like ages.

Debbie: Yeah. It's been awhile. Yeah.

Bertie: Say it again right through the 13th, but it was, oh my God. That is a long time ago.

It was, it was, it was wild, but we are here today. Aren't we back again, everyone that's best as, I can't remember how you work best. What do we do? We just talk about things that

Debbie: talk about things. The festival, I would just like tonight to note for the people watching and for the people listening on the podcast, but as he has managed to leave the country and has going abroad.

No skin palette is so healthy and tanned. And what is the shape? Cause I've just been left to rot in the, I'm just looking at you. I'm like, oh God, I need to get some sun.

Bertie: So the two holidays. Yeah. That's what you need that you can't just go to one holiday. You have to come back and then go on. Yeah, come on.

Debbie: It's the abundance mindset holidays as you are getting for

Bertie: it.

Debbie: So yeah, we're confused. We definitely what we're doing. And what about care is all very exciting? People were actually saying, where have you gone? Where, where are you in Bertie? I've changed. Yeah. It's nice to know that people recognize that.

Bertie: Yes. Yes. We've been missed. I missed you Debbie. So after all this time, what are we talking about today?

Debbie: Watson, are we talking about today? We're talking about authenticity today or fancy city. What

Bertie: is it good for? What is it good for?

Debbie: Well, is it good for, and the reason that we're talking about this is because I'm speaking at the fabulous marketed live conference which is in not next Monday, the Monday after September, the 20th of September.

And my title is it's authenticity, just a wonky red herring.

Bertie: Well, are you going to answer the question or are you going to save it for your talk? I can see it on the day.

Debbie: Yeah. You're going to be that. I'm going to say some of it for the top and kind of, there are so many things I want to get over in this tour that it's just going to be.

I don't have the answers to haters a lot of. The I that I've been thinking about I'm really, it came from in 2019 when we were allowed to leave our houses and go to conferences and such amazing things like that. And we're just starting to get back into that. I went to quite a few conferences and 2019, and I think every single person on stage mentioned the word authenticity.

Yeah, we have to be more authentic. You've got to be more authentic. The way to win customers is to be more authentic. And it was like, this is the dream. If we could just all be authentic, then that would solve all our marketing problems and we'd have people rushing to us and buying us. And I remember kind of getting a bit carried away, like, yeah, this is good.

I like being authentic. And as I've looked into it, I'm, it's not the only thing. Well, actually there's quite a few businesses out there being totally authentic that are making millions and millions of pounds to do. We, as consumers actually care is authenticity. Like the top of the triangle. And I think the other things trumpet like convenience.

So. Totally not authentic. Like that brand has a smile, but they're kind of famous for treating that staff badly. And one point they had ambulances just sitting outside of their factories in America because they called the ambulance is so often cause people were fainting giving birth in toilets, all sorts of strange things that, that they just had an ambulance outside there.

So they're not authentic. They're not smiley, but we buy from them because they make it. Yes. Yes, absolutely. By and it's convenience. And we think, oh, well we know that that evil, we know that that evil Corp, the fucking it's easy to buy from them. And so actually we don't mind if some brands are authentic, so that's kind of.

Part of my thinking. Does it really matter people actually that bothered or is it more about convenience and turning up at the right place at the right time and having the right offer at the right price point?

Bertie: Yeah. And I think it's a mix of all of these things like with, with authenticity, I think, yes.

There's a lot of, you need to be authentic. However, like most things, whether it's, you know, building a new website, Going out on social media or building a Salesforce or whatever, like there's no silver bullet, right. So I think authenticity come form a part of your sales strategy. It doesn't have to be the only thing.

And I think if you're going out to, you know, be authentic, let's just say you're running like a vegan brand. For example, then, you know, making sure that you live and breathe. Those values I feel is really, really important if you're projecting those out. Or equally, you can go out there and say that, well, you know, I'm not a vegan.

However, you know, I support the vegan lifestyle. I think, you know, that sort of stuff is true. I think going out and lying about it is the wrong thing to do. And I think that's where authenticity fits in. I think it's especially important for. Yeah, like smaller businesses and people that are going and putting themselves on social media, social media, even to be real and, you know, and to put themselves at a project how they want to be perceived.

I think if you're going out there and being fake, like, especially for us, we're business coaches and we work with people. So I'm pretty confident that if somebody works with me, having, having say, watched these lives, they're going to get the same kind of, you know, I'm not any different. In person or, you know, on the calls than I am here.

So I feel that I am being very authentic in the way that we speak. Sometimes I just forget that we are live, et cetera. So yeah, that's, that's where I fall in the camp, but I don't think it is necessarily the silver bullet, certainly for a big brand, as you say, because yeah. Convenience generally trumps everything.

So

Debbie: then it's authenticity only important if you're a small business and you're like a service based business.

Like any convenience trumps it, then we are, we holding ourselves to different standards and my house, the bigger businesses, cause we all want to run successful businesses. And I feel like authenticity could catch us up a little bit sometimes. And I, I get what you're saying, but also kind of you've mentioned it like the opposite of authenticity.

I think something that, you know, but there's also a benefit to being a little bit fake sometimes because there is an element of faking it till you make it, especially at the beginning, you know, that people will come to me when I am running my agency and go, can you do this? And I'd be like, yeah, cause I can.

Yeah. And then it'd be like, shit, I better go and watch some YouTube videos. I'm going to go have to do that. And actually. Being able to kind of grow and learn and take on things that maybe a challenging and not sure if you can, isn't a terrible

Bertie: thing.

Debbie: Authenticity. Like you wouldn't go. Thank you so much for this contract, but I don't actually think I can do it. And I'm kind of shitting some bricks here. You would just go. Yeah. Great. Brilliant. I'm just going to do that and then go and work out how to do it. So I think authenticity. On its own could take people down a kind of dangerous path.

Bertie: Yeah. You can't. I mean, yeah, if you follow everything to the letter, I think it's the same as like there's no manual, is there for becoming a business owner or, you know, running these things. I mean, I always think of like the

Debbie: Amazon.

Bertie: Yeah, exactly. Seven figures by the weekend. Let's just get rid of that.

We'll just sell the Amazon products. But you know, when you think back to like, you know, I would say that like Richard Branson, right. You know, he's obviously a great businessman, entrepreneur, et cetera, you know, but. Right. At the beginning, he was doing things like waiting to limos, pulled that up the doors and then climbing through them to go into meetings, to, you know, to look the part for things like that.

You could pay, you know, that's being a bit fake, but actually I think that's being quite authentic to being like the entrepreneur and hustling. Parts of his journey, you know, like I could imagine that he would hold his hands up and say, yeah, well he asked, held his hands up and say, you know, these are the things I would do.

And I've done lots of things as well. You know, like in the early days, well, not time to limit it was, but you know, different names on business cards and things and not different names, different titles, depending on who I was talking to when really it was just me, you know, everything from sales to marketing, to CEO, you know, all of those, all of those things.

Yeah, I think, you know, I've owned that and it's not something that I really do now, but, you know, that was just part of the journey and that's the whole like cheeky, chappy, entrepreneur kind of thing. And I think that is being authentic. I think also it's, I think it's Simon Sineck that set this, like being, recognizing, or being comfortable with your imperfections as well.

So, you know, your authentic self is, you know, like I'm not perfect at things, you know, like I'll quite openly say I am a serial procrastinator. I get distracted very, very easily, you know? Part. So I don't pretend to be those things when I'm working with someone. But equally people will work with them because they have those same problems and I can help them overcome them as well.

So, you know, they're, they're, they're all, they're all different things about being authentic.

Debbie: So you say you'd have meant to them now, but you weren't admitting to them at the time way, not jumping for Levi's. Yeah. And yeah, I think, I think it's just a really interesting debate and I don't have any answers.

I just want to come up with like, what about this? And what about this? And what about this? And like, let's, I just think it's really interesting to examine stuff. Cause we're kind of told this stuff, like pick, you have to know like you and trust you and all of this sort of stuff. And it's like, do they, or is there something else that happens before that?

We don't want to just take things at face value. Do we want to examine them and look into them a little bit? And I agree with all the points that you've said as well. So it'll be interesting when I do the talks, I'm going to come up with these things and people come up to me and go, I didn't intend to do it.

And it's like, great. Cause you know, if you like watch a movie and then at the end, you're like that. Well, it didn't really do anything, but if you want to, you ride the angry with it cause it's shaped or you're like, that was amazing. And you're going to tell everybody, so I'm just hoping to have that effect on people where it will get them to start questioning and having conversations and talking about stuff.

Bertie: Yeah. And I don't think people question things enough. I think you can very easily watch some thing and, or read something into that I think, oh yeah, that's going to be. How I'm going to do things without, without questioning, because you should be questioning everything and you should be testing different things and seeing, and seeing what works.

Yeah. Especially

Debbie: with clients we worked with, I was working with one the other day and she said, oh God, well, I've read all these blog posts. It said that I should be taking any work that comes along. And I shouldn't be Neijing. I should be doing this. And I was like, maybe that's fine for people at the very beginning of that career, but you've got 20 years experience and you know, what you like doing?

And you're really good at. So those blogs that you're reading that are telling you what you should be doing. And not written for you. And she's kind of ticking us off down a weird, weird tunnel of, of feeling like she's not good enough because she's not able to do all this stuff. And I'm like, no, just be in your flow, stick to your zone, stick to a zone of genius.

Don't feel like you've got to do all this other stuff. And I feel like there was so much advice out of that, that people just listen to him. I've got to implement this straight away without thinking, is that relevant for me? Is it relevant for my audience? Does it make any sense as a person what they're talking about?

And I think, yeah, just being a bit more curious about the information that we're giving and just questioning it, there is super helpful.

Bertie: Yeah. Yeah. Yeah. I completely agree. So I think you do just need to question that. I think that's the thing is that it's like, yeah, question everything I'm being authentic because being authentic doesn't mean you have to go on social media entail every yeah.

And it's like, oh, I'm being authentic. It's like, no, look, you've just been moaning for the last two weeks. So Commedia, like I'm bored of it now. And you know, and you know, there's empathy and, you know, like, You, you like following people, you like following people's story. And it is good to see the highs and lows and actually realize that people are real and not everyone is perfect, et cetera.

I, you know, if I'm having a bad day, I find it very difficult. I don't think it's something that I've ever done gone on social media. That's yeah, I'm having a bad day or a bad week. Does that make me an authentic note? It's just that I don't feel comfortable sharing that stuff and I don't feel it's relevant.

That's right. But, and I, but some people do, but I think there has to be a balance as well. I think if you're going on there, you know, constant new life with you. Okay. On post. You know, there's it's it's yeah, it has to stop at some point, doesn't it? You know, there has to be a balance of stuff, so I'm all up for authenticity, but you don't have to show every single every single what's the word I'm looking for?

Every single element of your life.

Debbie: Yeah. Keep it. You keep, some of the stuff can be kept on your hat. It's nice to be a little bit enigmatic sometimes. Isn't it. Yeah, keep people guessing. So that's you know, chat on authenticity. Everybody's got an opinion on this as well, which I love. So if you are able to go and get a ticket to marketed live on Monday the 20th, it is run by fabulously beautiful, caring, lovely man called Poland's not football.

And I think if you put my name down. In the checkout, you get a discount. So

Bertie: find out if that's the truth, Debbie, and then stick it in the comments anyway. True. All right. We didn't sound very cool. I think if you put, maybe, I don't know,

let's find out what it is. Find out what that code is because Marcus is, is definitely a fantastic event. So I'll be there as well, Monday the 20th, and we're not on commission by the way. But it's a, it's fantastic and it is still a few tickets left, so it will be great to meet you in person. And if you do go to the mops event, come and find us and say that you've been watching tenet Ted live for six months, Business Funsize Live, 10 minutes of Q&A every Friday, 10 o'clock.

It's been a long time. See you next week. I'll see you next week. Thanks Debbie. Bye.

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