The Power of Authentic Design
Authenticity is the key to unlocking sales on your website.
It’s not about having an insane amount of pop-ups, sneaky copy, or not wanting to “give all your secrets away”. If you’re doing things this way, you may be spending hours and hours looking at your traffic soar while sales stay on a plateau and wonder what you’re doing wrong.
What you are probably doing wrong is not connecting enough to your customers. Not understanding and truly truly putting yourself in their shoes. Long are the days where we need to be using sneaky and manipulating sale tactics to lure people into using our products. That only leads customers feeling slimy about us. Even if they do follow through with a purchase, there is a thing called buyers remorse. And it usually happens when they feel they were tricked into buying something they didn’t really understand fully. Yes, it might be a product they actually do need and will use, but that negative brand association that they have now in correlation to their experience shopping on your website, is doing your MORE harm then good.
Instead, we need to be honest and transparent with them throughout their entire shopping journey. From the moment they end up on your website, they need to know your who, what, and why. Ask yourself the questions,
What keeps your customers up at night?
Beyond the surface, delve into their fears and concerns. Is it financial stability, health worries, or work-related stress? Understanding their nighttime thoughts allows you to address real-life concerns and position your products or services as solutions that bring peace of mind.
What are their needs, dreams, and goals?
Explore the aspirations that motivates them. Are they dreaming of a healthier lifestyle, professional success, or meaningful relationships? Aligning your offerings with their dreams creates a connection that goes beyond transactional – it becomes a partnership in achieving their goals.
What makes them excited? Frustrated and discouraged?
Uncover the emotional triggers. What sparks joy or enthusiasm for them? Conversely, what aspects of their current experiences frustrate or disappoint them? By identifying these emotional touch points, you can tailor your messaging and design to amplify positive emotions and address pain points, demonstrating genuine understanding.
Empathize with that, understand that point of view. Relate to the things they are talking about that make them HUMAN. The messy, the ugly, and the beautiful. Think about it all. And from there, a strategic and authentic plan can begin.
Authenticity and truly connecting with your customer like you are a human behind a business selling to another human that has a need, is what will make you sales skyrocket. It's about embracing the messy, the ugly, and the beautiful aspects of their human experience.
This is a hill I will plant my feet on until the end of days. Because I know it’s what people need, want, and the results are there. Gen Z more than ever, is shifting our world in new ways. And honestly? I think it’s amazing. It’s not about being perfect and trying to come across like you know everything. It’s being humble, and honest in the areas you know you’re an expert in. Then showing your audience why you are the best and EASIEST to purchase from. You want to be the most obvious choice for them. Not because you're tricking them, but because you are educating them, guiding them, and supporting them on their human journey. Being one of the best has nothing to do with anything about you externally. It has everything to do with the way you make people feel. The way they connect to you, from one human to another.
Here’s to us nurturing a space towards brands who value transparent and open communication.
Here’s to the brands who are built by conscious humans.
