{"id":121017,"date":"2024-01-15T13:23:00","date_gmt":"2024-01-15T17:23:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=121017"},"modified":"2024-01-18T13:50:03","modified_gmt":"2024-01-18T17:50:03","slug":"authentic-business","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/authentic-business\/","title":{"rendered":"3 Authentic Business Tips to Earn Your Customers&#8217; Trust"},"content":{"rendered":"\n<p>What makes a business authentic? What are ways to introduce people to your products?<\/p>\n\n\n\n<p><a href=\"https:\/\/www.shortform.com\/blog\/authenticity-at-work\/\">Authenticity in business<\/a> goes a long way, especially if you want to keep new customers around. By being transparent, you&#8217;re building a relationship of trust with your customers. In his book <em>Let My People Go Surfing<\/em>, Yvon Chouinard discusses the importance of authenticity at Patagonia.<\/p>\n\n\n\n<p>Continue reading to learn how to be an authentic business that makes its mission clear.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-to-be-authentic\"><strong>How to Be Authentic<\/strong><\/h2>\n\n\n\n<p>Rather than crafting an artificial or exaggerated public image, Patagonia focuses on <strong>authentically operating according to its <a href=\"https:\/\/www.shortform.com\/blog\/clarifying-your-values\/\">core values<\/a> and its mission to protect the environment.<\/strong> For instance, the company\u2019s guiding principles stem from a love for nature, a sense of freedom, and a refusal to conform to corporate norms.<\/p>\n\n\n\n<p>(Shortform note: Experts define brand authenticity as how genuine, transparent, and consistent customers perceive a brand to be in its communication and actions. <a href=\"https:\/\/onlinelibrary.wiley.com\/doi\/full\/10.1111\/ijcs.12651\" target=\"_blank\" rel=\"noreferrer noopener\">Creating an authentic business brand has several benefits<\/a>: It increases customer trust and loyalty and also enhances your brand\u2019s quality and iconicity. Research suggests that many consumers <a href=\"https:\/\/www.mckinsey.com\/industries\/retail\/our-insights\/the-influence-of-woke-consumers-on-fashion\" target=\"_blank\" rel=\"noreferrer noopener\">want companies\u2019 authenticity to reflect a true commitment to important issues<\/a>: 90% of Generation Z consumers believe that companies should tackle environmental and social issues. Studies also show that two-thirds of global consumers would abandon a brand based on its stance on controversial issues.)<\/p>\n\n\n\n<p>Instead of relying on typical advertising tactics, Patagonia adopts several methods to introduce people to their products:<\/p>\n\n\n\n<p><strong>1. Hire product enthusiasts. <\/strong>Patagonia founder Yvon Chouinard says that great products are best created by the people who would use them because they\u2019ll have a first-hand understanding of what users need and desire. Patagonia, therefore, hires people who share its passion for the rugged outdoor life.<\/p>\n\n\n\n<p>(Shortform note: Some business experts refer to these employees as <a href=\"https:\/\/hbr.org\/2016\/12\/the-benefits-of-hiring-your-best-customers\" target=\"_blank\" rel=\"noreferrer noopener\"><em>superconsumers<\/em><\/a>\u2014customers with passionate, first-hand knowledge about your products. Superconsumer employees bring energy, empathy, and creativity to your organization, and their enthusiasm boosts the energy and morale of the whole organization. They can also better empathize with customers, ensuring a <a href=\"https:\/\/www.shortform.com\/blog\/customer-centric-approach\/\">customer-centric approach<\/a>. Lastly, because of their detailed understanding of the products, they can contribute insightful observations and <a href=\"https:\/\/www.shortform.com\/blog\/there-are-no-new-ideas\/\">novel ideas<\/a>.)<\/p>\n\n\n\n<p><strong>2. Share authentic stories. <\/strong>Patagonia produces a catalog that shares photos and stories of customers using their products in action. Instead of pushing sales, this catalog builds trust in the products based on people\u2019s real-life experiences.<\/p>\n\n\n\n<p>(Shortform note: Sharing authentic stories that show real customers using products plays into a <a href=\"https:\/\/www.shortform.com\/blog\/cognitive-bias-definition\/\">cognitive bias<\/a> called <a href=\"https:\/\/shortform.com\/app\/book\/influence\/chapter-4\" target=\"_blank\" rel=\"noreferrer noopener\">social proof<\/a>: We tend to follow what others do because we assume they know what is best for them. In <a href=\"https:\/\/shortform.com\/app\/book\/influence\/chapter-4\" target=\"_blank\" rel=\"noreferrer noopener\"><em>Influence<\/em><\/a><em>, <\/em>Robert Cialdini explains that we imitate others as a mental shortcut\u2014modeling others\u2019 behaviors saves us the effort of having to analyze everything ourselves. Therefore, showing a catalog of real people enjoying your company\u2019s products can be an effective marketing tactic that encourages sales without outright pushing them.)<\/p>\n\n\n\n<p><strong>3. Focus on <\/strong><strong><em>educating<\/em><\/strong><strong> over <\/strong><strong><em>advertising<\/em><\/strong><strong>. <\/strong>Patagonia educates its customers in two ways: First, by providing thorough and accurate product descriptions and details, and second, by sharing stories that promote environmental sustainability.<\/p>\n\n\n\n<p>(Shortform note: When you <a href=\"https:\/\/www.shortform.com\/blog\/customer-education\/\">educate customers<\/a> with <a href=\"https:\/\/www.shortform.com\/blog\/what-is-quality-information\/\">quality information<\/a>, you <a href=\"https:\/\/www.shortform.com\/app\/book\/launch\/1-page-summary#build-value\" target=\"_blank\" rel=\"noreferrer noopener\">give your customers something of value<\/a> before you ask them to buy your product. In <a href=\"https:\/\/www.shortform.com\/app\/book\/launch\" target=\"_blank\" rel=\"noreferrer noopener\"><em>Launch<\/em><\/a>, Jeff Walker argues that this technique is more effective because when you provide your customers something valuable before mentioning sales, you <a href=\"https:\/\/www.shortform.com\/blog\/how-is-trust-earned\/\">establish trust<\/a> and authoritativeness. This makes people more eager to reciprocate your generosity and purchase your product.)<\/p>\n","protected":false},"excerpt":{"rendered":"<p>What makes a business authentic? What are ways to introduce people to your products? Authenticity in business goes a long way, especially if you want to keep new customers around. By being transparent, you&#8217;re building a relationship of trust with your customers. In his book Let My People Go Surfing, Yvon Chouinard discusses the importance of authenticity at Patagonia. Continue reading to learn how to be an authentic business that makes its mission clear.<\/p>\n","protected":false},"author":14,"featured_media":121174,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45,79],"tags":[1368],"class_list":["post-121017","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-entrepreneurship","tag-let-my-people-go-surfing","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>3 Authentic Business Tips to Earn Your Customers&#039; Trust - Shortform Books<\/title>\n<meta name=\"description\" content=\"Businesses that are open about what they&#039;re trying to achieve have a great chance at success. 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