As a business owner, do you ever feel overwhelmed and exhausted trying to keep up with the ever changing industry trends?
I know there was a time I did, and I know every single one of my clients came to me with the same feelings at some point. The truth is, business popularity is actually quite over-rated. You don't want your business to be the next One-Hit-Wonder do you; here today, and gone tomorrow?
Of course you don't!
While there will always be certain things that need to evolve and change with the times in a business, it doesn't mean you have to lose sleep and/or money trying to keep up with the latest trends.
That's because there's something FAR better than trends and popularity; it's called being Authentic!
So what does that mean exactly?
It means that your potential customers appreciate it when a business is more focused on being who they are, rather than the latest fad. Yes there is always going to be an advantage to being trendy and popular, but it doesn't last, and neither will your customers. This is largely because at the end of the day, businesses are made up of people; and when people try to be something they aren't, it comes across as fake and lowers the value of the product.
Creating value is easier when you genuinely believe that what you have to offer will benefit your target market; and that is called Authenticity!
Here's an example: You need to purchase a car. You go to a car dealership and the sales person rattles off the sales pitch that some upper management wrote for all their sales people to recite. He or she has never driven this vehicle, and has no personal testimonial to add. They know very little about the long term service provided after the purchase other than what the manufacturer claims.
So, you go down the street. Same car, same price, same details. The sales person there is educated on the product just like the first, and lists the same benefits provided by the manufacturer. However, he or she has also driven and used this vehicle, and can also attest to the service department and their skills in supporting you after the purchase. They have genuine belief in the company they work for and the brand they represent. They also take the time to evaluate your needs as a customer, to make sure that the vehicle will be the right fit.
So who do you buy from? Of course, any human is going to pick the second, because the sales person offered Authentic knowledge and belief in their company and product. They didn't use borrowed information regurgitated in their own words. They asked you questions and listened to your needs. They didn't make assumptions or try to force you into the sale with clever sales tactics.
This type of action leads to long term success and contributes to your image as a business. It makes your client feel valued and important....and your customers will not forget that.
So, the message is simple: Be who you are as a business, create value, and the customers will follow. Don't worry about trends or clever catch phrases. Authenticity may take more time, but it will create greater longterm success than being Trendy.