I’m going to let you in on a little secret. There is a new generation of consumers out there, and they don’t want you to show them how professional you are or how superior your brand is to another. They want you to show them that you are REAL.
Sure, professionalism and a great product or service is still beyond important. But they want you to prove that through your actions rather than your advertising. They are looking for truth, and they will find it; for better or worse.
So keep it real. Be honest about your strengths AND weaknesses. I promise you, the humanity of your business is its greatest attribute.