Authenticity

I received an email from a friend not too long ago. The title was "Asking for Help." I did not know this woman very well, but I liked her. Did I open the email? You betcha.

Why did I open it? Because that title was irresistible. It was simple, sincere, and direct.

I not only opened the email, I read it in its entirety. Then I forwarded it to a group of friends. Turns out my friend's niece has a genetic disorder and my friend wanted to host a silent auction to help the family manage the financial burden that comes with those challenges. She wrote a straightforward request for help, for an easily understandable reason, so it was very easy to answer it.

I think we have entered an era where authenticity and simplicity must be a part of your messaging. Potential customers are savvy enough to zip through fluff and hype generated by lazy marketers, salespeople and hucksters. Your value proposition needs to be valid, and it needs to emotionally and intellectually resonate with the prospect. That is, it should pass the BS filter along with the "I want to be a part of that" filter.

PS Emmy's journey is here, if you want to answer the call for help.