Let’s get real for a second and talk about getting real.

There’s something in writing called authenticity, and it refers to how true we are to our voices (and those of our characters). The basic tenets are “know thyself,” and letting your humanity – personality, thoughts, experiences, passions, strengths, and vulnerabilities – flow through your words.

Basically: celebrate who you are, and don’t try to be something you’re not.

In the context of marketing, authenticity works a bit differently, but echoes back to the same idea about being true to who you are and what you do. The definition shifts depending on who you’re talking to or which article you’re reading, but generally it describes:

• The way your company talks
• The things your company talks about
• The way your company acts
• The way your company interacts

We care about authentic, human voices for lots of reasons: they’re meaningful and purposeful, they resonate better, they’re easier to understand, they engage us as equals, and they evoke emotion. Most importantly, they make us likeable, and research shows we support what we like.

The opposite is true as well. Customers can smell disingenuousness from a mile away, and it stinks.

So how do we tap into our humanity and speak authentically as a company? Here are some places to start.

The way you talk

• Use everyday language. If choosing between “use” and “utilize” in a sentence, most writers will tell you the three-letter word is the clear winner. Why? It’s the one we’d use in conversation. We understand it faster, and connect with it better.
• Listen to yourself speak. Even if you hate the sound of your own voice, record yourself talking one day and play it back. Notice your word choice and sentence structure. Chances are, you don’t sound like an academic paper or a business document. You speak like a human, so tap into that.
• Proofread by reading out loud. Your ear is your best friend when it comes to reviewing your work: it’ll show you where sentences naturally sound awkward and words are too difficult.

Worried about not sounding professional enough? A conversational tone doesn’t mean chatting with someone like they’re your best friend (though it can, if that’s what you’re about). You talk to people on business terms all the time in conversation, and that’s easy enough to aim for.

The things you talk about

• Love what you write about. Our passions can’t help but shine through when we talk about things we love. Your excitement can be surprisingly contagious, and help others feel attached to the things you’re attached to.
• Tap into what your audience loves. Do some digging on subjects you know will resonate with your audience, and find ways to weave them into your work. It’s natural to seek common ground in conversation, and an absolute delight when you find some in unexpected places.
• Tell stories. Stories connect at a deeply human level and help us empathize with our audience. When we incorporate our experiences, reactions, thoughts, and feelings, we’re saying, “we understand, we’ve been there, and we’re human like you.”

So nerd out about something; we’ll nerd out with you.

The way you act

• Give your audience credit. The idea of spin is transforming as it gets easier to check facts and call out less-than-honest claims. Audiences are more empowered than ever, and with that follows a need to treat them fairly, as part of an intelligent and informed population.
• Give back. What’s more human than giving, sharing, and helping those in need? Studies show people have a better opinion of companies that make social impact a priority. Try finding opportunities for helping a local organization with the same social goals you have.
• Be accountable. We all make mistakes. We all have flaws. We also forgive them if they’re handled well. Same goes for your company. You can turn a negative into a positive by being real – and being humble.

Honesty and transparency can be touchy subjects because they sometimes mean talking about things that are traditionally seen as negative for your brand, like mistakes you’ve made. Obviously, those are complex situations, but the human approach is one worth considering.

The way you interact

• Have a live person on hand. Canned responses are convenient, but they’re pretty robotic and can’t account for specific requests, comments, or questions. Having a knowledgeable person at the other end can fill those gaps and make interactions more meaningful and satisfying.
• Really listen. Ask to hear more, and show interest. You’ll learn not only about your audience’s needs and all that good stuff, but also about how to empathize with them, what they expect from your company, and how they want to be treated.
• Laugh and/or cry. Reactions are where humanity shines, and can help our audience relate to us better – and vice versa. Sometimes we crack a joke, or offer a helping hand, or extend our sympathy. Don’t be afraid to show emotion or tap into those feelings and vulnerabilities.

Basically, all the things that make a conversation sparkle between people can apply to interactions across the board.

An alternate definition

Authenticity can also refer to genuine, dependable, or valid something is. There’s an argument to be made on why aligning yourself as an “authentic” brand can work against you. After all, as AdAge asks, would you rather talk to the world’s most dependable person, or the world’s most interesting person?

By that definition, authenticity doesn’t sound so sexy. It actually flies in the face of what a lot of marketing does at its core: stir up excitement.

But the “know thyself” framework of authenticity we borrow from authors gives us leeway to incorporate those exciting stories and messages – just as long as they’re true to your brand’s personality and its values, and you’re treating your audience fairly.