It's time to think of authenticity as a business strategy!

Let’s be real—people can smell a fake a mile away. In a world saturated with perfectly curated feeds and over-polished personas, authenticity is your secret weapon.

And no, authenticity isn’t just another buzzword; it’s a real strategy for building a successful business. While most of us like to think we’re showing up authentically, when was the last time you really challenged yourself on that?

When was the last time you asked yourself “Am I hiding behind ‘professionalism’ because I’m afraid people won’t like or get me?” or “I’m still not sure how to run my business – am I copying someone I like who is successfully running their business?”

Not showing up as your truest self is the fastest way to sink into a sea of vanilla.

Take it from me – I know what I’m talking about!

As an American living in London, I have been guilty of dialing back my innate American enthusiasm at times. I’ve worried about putting off potential clients who might think I’m a bit “too much”.

I’ve been working on some new case studies this week and reviewing feedback forms from previous clients. And you know what gets repeated on these forms over and over again?

“Our sessions were so much fun.”

“I always knew Chris was in my corner.”

“I felt like Chris got me from the very beginning.”

Because when I show up authentically, people know and what they’re going to get working with me. I attract the perfect client for me, which means they get their dream results, our sessions are fun and they feel safe and supported when they have to do the deeper, harder work.

Not convinced yet?

Here are five reasons authenticity is a business strategy, not a personal choice!

1. People smell a fake

We all know someone who tries too hard to be something they’re not. Whether it's the coach who swears by methods they don't really believe in or the therapist who mimics the latest trends just to fit in, clients pick up on this. The thing is, people are way more intuitive than we give them credit for. If you’re not being true to yourself, they’ll notice. And once that happens, trust flies out the window.

2. Clients need to trust you to do the deep work

Here’s the deal: real transformation requires vulnerability. If your clients don’t feel they can trust you, they won’t open up. And without that openness, the deep work that leads to genuine change is impossible. Being authentic isn't just about being liked; it's about creating a space where your clients feel safe enough to explore the tough stuff.

3. People buy people

Ever noticed how some people just have that magnetism? It’s not because they’re perfect; it’s because they’re real. When you show up as yourself—flaws, quirks, and all—you give others permission to do the same. People buy people, not just services. They want to work with someone who feels relatable, not someone who’s putting on a show.

4. Authenticity builds loyalty

When clients feel like they know the real you, they’re more likely to stick around. Authenticity fosters long-term relationships because it builds a connection based on trust, not just transactions. It’s the difference between a client who works with you for a few sessions and one who stays with you for years.

5. Stand out in a crowded market

Let’s face it, the coaching and nutritional therapy world is crowded. But here's the thing: no one else can be you. Your unique experiences, perspectives, and approach are what set you apart. When you lean into your authenticity, you naturally stand out because no one else can replicate that.

So how does this all tie into creating a thriving business?

One of the cornerstones of creating a signature offer is authenticity and that's why the first module of my programme, The Client Flood Formula, focuses on you!

Your signature offer showcases your expertise but also aligns with who you are at your core. When you have a signature offer, you’re not just selling a service; you’re selling you—your story, your journey, and your unique way of helping clients achieve their goals.

The confidence you gain from delivering consistent amazing results makes it easy to show up authentically. You’re not trying to be all things to all people; you’re standing in your expertise, knowing that what you offer is uniquely valuable. And believe me, clients will feel that energy.

So don’t be afraid to let your true self shine through in your business. Even when you worry you might be "too much".

The more you lean into who you are, the more you’ll attract clients who are truly aligned with your mission—and that’s where the magic happens.

For your clients AND you!