> When someone asks me what makes good marketing, and I’m in the mood to boil it down, I usually say something like “Good marketing is authentic.” What I mean by that is that good marketing is genuine, it derives its essential principles from a core that is pure and has a real purpose. This might sound counterintuitive if you’re someone who generally believes that marketing is phony and can’t be trusted. Well, as marketers, we can tell you – sometimes it is phony. But also, like anything else, most marketing isn’t great, and can be improved. How to improve it? That’s right, make it more genuine.
The author's use of "communicate with them authentically" where I'd expect "persuade them", seems to be building on:
https://www.reifyworks.com/writing/2020-11-04-what-is-a-valu...
Where they write:
> When someone asks me what makes good marketing, and I’m in the mood to boil it down, I usually say something like “Good marketing is authentic.” What I mean by that is that good marketing is genuine, it derives its essential principles from a core that is pure and has a real purpose. This might sound counterintuitive if you’re someone who generally believes that marketing is phony and can’t be trusted. Well, as marketers, we can tell you – sometimes it is phony. But also, like anything else, most marketing isn’t great, and can be improved. How to improve it? That’s right, make it more genuine.