Authenticity is crucial in making messages credible from "summary" of Made to Stick by Chip Heath,Dan Heath
To make a message credible, it must be authentic. Without authenticity, a message will fall flat and fail to resonate with the audience. People are naturally skeptical and will question the legitimacy of a message if it lacks authenticity. When a message is authentic, it is more likely to be believed and remembered by the audience.
Authenticity lends credibility to a message because it shows that the sender is genuine and honest. When a message is authentic, it comes across as sincere and trustworthy. This sincerity is what makes the message more believable and persuasive. People are more likely to act on a message that they believe to be genuine and truthful.
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