Think about a memorable character in a book, movie, or TV show. What makes them captivating? Why do you identify with them?
Typically it's because we see a bit of ourselves in them. And the part we identify with is usually a flaw, a vulnerability.
Let's take one of the greatest complex TV characters of our generation: Walter White.
As we go into week number 794 of quarantine, my partner and I are getting pretty deep into the archives of Netflix. So naturally we re-watched one of our all-time favorite series, Breaking Bad.
Walt is a fascinating character for so many of us, and I think it's because we feel some camaraderie with him. We know what it is to care so intensely for the people we love. We can empathize with his desperation envisioning leaving his family with crippling debt after a premature death. We can understand why he made some of the choices he made.
The portrayal of Walter White is incredibly authentic, making it easy for us to empathize with him.
The same philosophy rings true in business communication as well: the more authentic you can be, the more people will connect.
My definition of authenticity as it relates to business communication is this:
Someone can read one line of your copy and understand exactly what you're about.
Imagine if every visitor to your website, social media posts, and blog would have an accurate and crystal clear impression what you care about, how you work, and what you're working towards. Think of the time you'd save weeding out the clients that don't work for you!
I'm talking to Kite + Dart Founder Nate Ishe Lappegaard next week on what it means to be authentic and how it can make you stand out in the digital space. It's free and open to the public. Find all the info here.