People will only buy your message if they trust it. To build that trust, you need to know what makes your business tick beyond just making money—your Why.
When people know your Why, they understand why you say and do what you do.
They trust that what you're saying is true because it aligns with the Why you set out to achieve.
They know what's motivating you. When what you say aligns with that motivation, they trust you're coming from an authentic place—you're not just saying things to trick them out of their money.
Authenticity isn't about saying whatever comes to mind without any filter.
Being authentic is about being true to the forces that drive you. Acting per the purpose you set out to achieve.
When that purpose permeates everything your business does, people will feel the sincerity in your words. They'll trust you more because they can see what you say is in line with what you do.
The more you can align yourself with that purpose, the more likely people will trust you. And when they trust you, they'll be more willing to buy from you and recommend your products or services to others.
The next time you're about to send an email, make a phone call or write a blog post, ask yourself: "Is what I'm writing true to the purpose of my business?" If it is, share it with the world. If not, go back to the drawing board before hitting send.