You’re surrounded by pretenders.

I probably didn’t need to remind you.

Watch politicians, “princes” from Nigeria, and even your kid’s manipulative friend down the street.

The BS outweighs the truth by orders of magnitudes. So much of success comes down to figuring out which one is which.

It’s bad enough that so many people are pretending all around you…

But it’s even worse when you’re pretending YOURSELF.

It’s easy to fool yourself without even realizing it. Eventually, the pretending goes on for so long that you start to believe it’s real.

Marketing online encourages this.

It’s easy to hide behind your computer screen. Put up a logo, a few stock photos, and call it a day. You can exaggerate and warp reality without having to do it face to face.

All of which makes TRANSPARENCY the world’s most valuable commodity.

Your audience wants solution to their problems, sure, but they also want to know:

• Who you are
• What you’re all about
• Whom you help
• Your flaws and strengths

People don’t always see buying things in terms of “purchasing products.” They view them in the context of starting new relationships. Especially if you’re selling something expensive and/or super complicated.

Everyone has been scammed. We’re getting better at spotting BS artists, but the occasional blind spot remains.

If you can be upfront and real, you’ll separate yourself from the countless others hiding behind their computer screens.

How much of your marketing is presenting your business in the best light, versus pretending? Sometimes the line between those two gets blurry.

The way forward?

Simple.

In every marketing message going forward, commit to stop pretending.

No, your product isn’t for everyone, in every situation. It isn’t a cure-all for every ill. Nothing is perfect; better to confront your limitations than pretend they don’t exist.

It’s time to take off your mask. Show people who you really are. Quirks, flaws, and all.

They sound like obstacles to you, but they’re the very things that draw people in. They’re what make you human.

Go here to see how I can help humanize your marketing.