Being Authentic vs. Being Genuine

Being the word nerd that I am, I was thinking very hard about these two words recently .As a copywriter, my goal is to help brand connect with their customers or clients authentically and genuinely, because that's how you connect with people. That's how you get people to listen. And that's how you have an impact on people. But I, like many, used to use these word interchangeably. However, the more I thought about it, the more I thought that these two words are not exact synonyms. So, I did a little research and found that these two words mean slightly but significantly different things. 

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:

• What is your natural voice and personality?
• Who is your ideal customer? 
• What is your ideal customer's style of communication?
• Refrain from using language that is "too good to be true" or unbelievable.
• Get personal.
• Make it about your customer.
• Make it about your customer.
• Make it about your customer.

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.