Being Authentic vs. Being Genuine
I found an article on a public speaking coach's site, in which Beverly Dracos, a writer for business communications goes into detail on the distinction. Beverly says that the difference between being authentic and being genuine is that "authentic refers to how you are being yourself" while being genuine is "how you relate to other people."
It's a matter of self-expression vs. communication, and you can be authentic without being genuine. You can be yourself, without thinking of others.
I really like this distinction between the two words. A brand needs to be authentic, because authenticity builds trust. People trust people who are being truthful and real with them.
But authenticity alone does not convert or help brands grow, because a brand needs to also be genuine. When a brand is genuine, they are showing that they care about and understand their customers, which builds builds another level of trust and ultimately loyalty, too.
So, it's important for brands to be both authentic and genuine in their self-expression and communication.
Here are a few things to consider when crafting authentic and genuine copy:
Would you like a review of your copy? Feel free to set up an appointment with me so we can make sure you're effectively engaging your audience through authentic and genuine copy.
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