Professional or authentic? Which is the best marketing tone for your business? The answer is that a highly polished, professional approach can feel as if it has been created that way for a reason. A highly professional, features-based approach can feel to a consumer as if it were created to mask something. It’s inauthentic. This is why most brochures and website copy are rarely read. The more finely crafted your marketing materials, the more it seems as if they were created to sell someone something, and the more it is ignored by the consumer.
Sometimes, I believe, we completely over-think our marketing efforts. A boring website stating the hundreds of things you do is not likely to go viral and get spread around to those who really need your services.
The authentic approach is one in which you are not perceived to be selling. It is an approach that shares who you are and your business focus in your words with your voice. It is a common-sense approach that disarms your audience and helps them see the “you” behind the details of your product or service.