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Let’s try an experiment. Try to count all of the times you are advertised to from the time you wake up until you go to bed. If you are like the average consumer, you’ll give up shortly after breakfast because you can’t so much as check your email without seeing a barrage of sales pitches. The end result of this continual stream of advertising is that many people tune it all out.

Still, we know that advertising works, so what makes people tune out some ads but be drawn into others? How can you stand out from the crowd in a meaningful way? There are a few things you can do to help get through to the consumer, but perhaps the most important is to simply be genuine.

Every business has a story to tell. Every business is made up of real people with real personalities. The things that make you unique also make you real to others. Don’t hide behind flash or overcomplicate your message. People don’t have anything in common with a huge, mega-business but they do have something in common with you as a person. Let people get to know you and they’ll be more likely to give you their business.

There are some key areas you can easily let your personality shine through. Social media is perfect for letting people get to know your business in a more meaningful way. Be fun, be real and talk like a person, not just a business. There are few better ways to be genuine than letting go of the formalities and just talking about who you are and what you do.

You want to also make sure that your ads are reflective of your company and not over complicated or obscure. Having creative ads is great, but being flashy for the sake of being flashy is a mistake. You want people to be attracted to your ads, not roll their eyes when they see or hear your company name.

The real challenge these days is to have your voice heard above the noise. While there are more outlets than ever for reaching new customers, there are also more people vying for attention. Being genuine gives people a reason to connect with your business which makes them more likely to do business with you in the future.