Authenticity – It’s a buzz word in the online marketing world these days but really, what is it all about and why is it so vitally important in your business?

When you are perceived as being authentic both personally and in your business you are building trustworthiness among your audience, your postulations are “worthy of acceptance” because they are true and are “not false or imitation” and your audience comes to regard you or your business as “true to one’s own personality, spirit or character is sincere and authentic with no pretensions”.  When your audience feels that you are genuine they begin to trust you and trust goes a long way in establishing and nurturing a relationship. (I got those big fancy words from Merriam-Webster's definition of authentic)