1.
MASTER
CLASS
PHOENIX, AZ ~ NOVEMBER 17 - 18, 2022
DIGIMARCONSOUTHWEST.COM | #DigiMarConSouthwest
Donna Mostrom
FOUNDER & CONSULTANT
DAMN SMART MARKETING, LLC
Cut the BS: How to Use
Authenticity to Build Trust

2.
Why It
Matters
86%
of consumers say authenticity is
important when deciding what
brands they like and support.
https://stackla.com/resources/reports/the-consumer-content-report-influence-in-the-digital-age/

3.
People
Changing
Brands
75%
of Americans changed brands
during the pandemic.
https://www.mckinsey.com/featured-insights/coronavirus-leading-through-the-crisis/charting-the-path-to-the-next-normal/consumers-who-switched-brands-during-the-pandemic-most-often-cited-price-and-value

4.
https://www.brandwatch.com/reports/state-of-social/
Community content has never been more
important. The market is saturated, and an
alignment of consumer values with a
brand’s mission and purpose often
influences consumer purchasing decisions.
Consumers are increasingly looking for
authenticity from brands.
- State of Social, Brandwatch

5.
How It
Affects
Perception
Builds trust
Credibility
Makes you relatable
Connection
Creates brand loyalty
Brand evangelism

6.
Real-World Examples

7.
Value

8.
Value

9.
Trust

10.
Trust

11.
Voice

12.
Voice

13.
https://www.ftc.gov/business-guidance/blog/2016/06/billions-back-consumers-vws-false-clean-diesel-claims
Transparency

14.
Transparency

15.
Relatability

16.
Relatability

17.
Tactics
Value
Trust
Voice
Transparency
Relatability

18.
Conduct An
Authenticity
Audit
1
2
3
4
5
Is it true?
Will this benefit my audience?
Can I fulfill my promise?
Is it sustainable?
Is it believable?

19.
Is It True?
Back up with data
Credible source
User-generated content (UGC)

20.
75%
of marketers know that adding UGC
makes brand content more authentic.
81%
of consumers said they needed to trust
a brand before buying from them.
https://www.tintup.com/blog/user-generated-content-stats-2021/
https://www.edelman.com/sites/g/files/aatuss191/files/2019-07/2019_edelman_trust_barometer_special_report_in_brands_we_trust.pdf
Is It True?

21.
Will This
Benefit My
Audience?
Emotional
Physical
Mental
Financial

22.
Can I Fulfill My
Promise?
Set realistic expectations
Be reliable
Take action

23.
For many years as marketers, we’ve made
things shinier, bigger, and brighter than they
actually are. And this is terrible for the
customer experience. The reason is you are
starting a relationship with your customer by
letting them down.
- Blake Morgan

24.
One-time vs. ongoing
Easy to maintain
Show up
Is It
Sustainable?

25.
Consistency
On brand
Track record
Is It
Believable?

26.
Uncover
Your
Authenticity
Pitfalls
1
2
3
4
5
Is it true?
Will this benefit my audience?
Can I fulfill my promise?
Is it sustainable?
Is it believable?

27.
See my work: DamnSmartMarketing.co
Hire me: Donna@DamnSmartMarketing.co
Connect with me:
Linkedin.com/in/donnamostrom