Is faking authenticity really effective?

BigBee,

The anonymity of the Internet allows most online business owners to fake, at least in part, their authority, authenticity, expertise, and even their willingness to go out of their way to help a prospect or customer. Is this an acceptable way to conduct business?

Personally, I think prospects sometimes "assume" or give web site owners credibility and authenticity simply because the owner has put up a web site, maybe has some products in a niche, and is attempting to establish a business online. If the owner doesn't really claim expertise or authority but is simply trying to make a go of business, is that wrong?

Here's what I do know for myself . . . when I buy a product (like an ebook, a course, or some kind of instruction) I expect that the creator (author) does have expertise in what he is teaching. I don't want to buy from a faker. But how do you know who is faking and who is not? The lines get a little blurry because a business owner could be selling a product he licensed (which I have often done) which was written by an expert in the niche. If the seller is not the author . . . to me that's OK because the information being sold is still authentic and authoritative.

Steve

If you really want to be a better marketer, stop subscribing to lists and concentrate on building your own. You should also stop assuming that whatever other marketers are doing must be successful. The likelihood is that they're just copying what they've seen others doing.

You'll only learn what's effective for your own business by testing, but you can start by realizing that "fake authenticity" is an oxymoron.

I was subscribed to an ecommerce list (now unsubscribed) and the author tried to push authenticity too much.

he had some tagline like "I read every email I receive" and with each auto email there would be a question at the end. I guess that question was supposed to increase reader engagement from his list. what it actually did was get annoying and his "I read every email I receive" with no responses seemed fake. he never promised to respond to emails, but the "connection" came across as crass. although a general response to common replies would have been fine.

[edit: especially good for current questions, not common replies harvested from four years ago and the response put in an auto queue. ick.]

For me I believe honesty is the best policy. If I don't want to be contacted I won't say so and if I want you to choose your report I will make sure that mod works before showing it. It may have been a technical issue for that guy since he seemed so sincere to you. I don't believe it is wise to pretend because you will be found out and lose any good reputation you did have

The Oxymoron: I was waiting for the first person to point out the oxymoron in "fake authenticity!" I love word play. Always have. I miss being paid thousands to write 150 words of copy at a time and can't wait to publish a couple more books to great reviews this year (so long as I feel those books will push traffic to my core offerings).

The Lists: The lists I've subscribed to are lists of BIG TIMERS. Six figure launch, after launch, after launch. I don't subscribe to your list unless you're routinely launching six figure products. Chances are, I can learn more by observing than I could ever learn from "coaching."

As for me... I'm not really focused on building my list so much as I am focused on building and selling great products. I personally believe that if you're not using your time to maximize your income in the areas you are strongest, you're losing money. I make great products, position them well, and I write great copy to sell them.

This entire post came about as I was "exploring" doing some JV stuff. After a series of "talks" I've come to find that I should be focused on buying my own traffic and optimizing the funnel I've designed to convert as best I can. I need to be focused on converting product consumers into evangelists, and evangelists into affiliates as a means to "scale up."

Nonetheless, I appreciate your input as I am sure your advice is super valuable for some viewers of your post. Additionally, I'd like to congratulate you on being the first to call me out on that oxymoron thing!

The fact that you know what an oxymoron is puts you ahead of the curve. Thanks again!

Not really.

I think it is best to be yourself and honest to others.

Whether they can agree and accept is entirely up to them.

That is all I can say.

You were ready to donate bone marrow to a snake oil salesman, so yes, it works.

Hey bigbee, and also thanks for a decent topic!

Tbh, fake authenticity, oxymoron and all, kinda pisses me off. I can think of a couple of big name marketers who do it (one in particular of the infamous Syndicate), and have myself done some tests by responding to emails to see the results.

It obviously works because this particular marketer keeps doing it, and by all accounts keeps making a tonne of money from it.

As a result though, while I respect this marketer's techniques, I no longer purchase his/her products.

In some ways authenticity to a big list is in its own way an oxymoron, and in the end I have come to the conclusion that while copywriting needs to be personal, true authenticity is best kept to paying customers where delivery of said authenticity is a logistical possibility.

Anything else imho becomes difficult to deliver on, and so becomes guilty of overselling and under-delivering... not a great outcome!