Why authenticity is attractive

Today I want to talk about posting real things online. In the past few months, I’ve noticed that the more honest I am about my life and business on social media, in my newsletters and in person, the more people hire me for writing and coaching work.

Obviously we all like things that feel honest. Humans are absolutely obsessed with great stories. But recently, as I was teaching branding to my SUSTAINers, I started to wonder if science could explain why we like authenticity.

When something is authentic, it’s defined as being “genuine or undisputed in origin.” Authentic claims are trustworthy. When you’re authentic, you say what you mean. You show your cards. There are no games.

Authenticity isn’t the same things as vulnerability. When I teach people to be authentic online or at a conference, I’m not asking them to share their inner-most secrets. (I don’t believe in selling your secrets in personal essays or marketing! Keep some things for just you!) But I am suggesting that they stand behind their authentic beliefs, that they remove their masks and show up as themselves.

Why? Because authenticity feels good. Authenticity connects us with other people. AND, authenticity is a great business practice. It sells.

Here’s the science: We are still animals, at our core. Authenticity is the key to…