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Why You Should Never Try To Sound “Authentic” In Lead Generation

By Tzakhi Freedman

In recent years, we’ve seen a lot of talk about the concept of authenticity and why it’s so important. This is because of the prevalence of digital communication in our modern world. When you’re communicating online, it can be difficult to differentiate between personal and impersonal and  between real and fake.

Even in small pieces of communication, humans are great at reading between the lines and going beyond the obvious. We have the ability to sense the intention behind the message, and this is why you should never try to sound authentic when conducting your lead generation or sales activities.

This may sound contradictory, but ultimately authenticity is about being direct and honest about what you are looking for rather than trying to sound a certain way. If you are trying to sound authentic, then by definition, you are not actually being authentic.

However, there are strategies you can use to build genuine authenticity. Here are some ways you can make your messaging sound more authentic and pull in new leads as a result.

Let Go Of Pleasantries

One of the easiest ways to make your communications sound more authentic is by removing unnecessary pleasantries. Talking about the weather, the COVID-19 situation, and other topics that are unrelated to your business might feel easier, but ultimately, most people are put off by this. People can sense that this is disingenuous and will typically be inclined to shy away from it.

Instead of using these pleasantries as a buffer, communicate in a way that is honest and to-the-point. Ultimately, you are not in this to befriend the people you are reaching out to – you just need to convince them why they should buy your product or invest in your business so that you can provide them value.

Be Direct

To be truly authentic, you’ll need to talk openly and honestly about what you’re actually looking for. Of course, you don’t want to be blunt, vulgar, or pushy, but you should be clear about what you’re looking for and what you’re offering right from the beginning. Many people who are selling something shy away from talking about it, as they are worried their sales pitch may come on too strong. In fact, being too vague or beating around the bush can make your prospects feel suspicious or uncomfortable.

Understand The Limits Of Your Medium

Communicating online is much different than communicating in person, which is why it’s so important to understand the limitations of the medium you’re working with. People today tend to have very short attention spans and don’t respond well to long, complex messages. Instead focus on developing a clear and concise message that is easy to read, digest, and respond to.

Because text can be so limiting, you’ll need to cut out all of the pleasantries that you would use in a normal conversation. If you move forward to a sales call, you will have more room to talk and build a strong rapport with the other person.

Be Confident In What You’re Offering

This is the most important key when it comes to outbound lead generation and sales. Confidence and authenticity often go hand-in-hand. It’s very important that you’re confident in what you’re offering and can explain the real value that it offers. The more confident you are in your company, product, or service, the easier it is to talk about it authentically. You should be confident enough and have enough faith and conviction in the value you are providing that you would offer it to a friend or family member you care about rather than just a business prospect.

It’s also important to be confident that you’re reaching out to the right people. This is why it’s so important to invest time in researching potential leads and to make sure you’re targeting the most relevant people. The more confident you are that your leads will be interested in what you have to offer, the easier it is to be authentic while discussing it.

Ultimately, trying to sound authentic doesn’t lead to actual authenticity. Instead, focus on being direct and confident. You’ll find that you’re likely to get a much better response from your prospects. 


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