You have a business/product/service/blog/something. You know who it's for. You've carefully researched what's important to them, which social channels will help them find you. You've designed this something to meet the problem(s) most vital to (some aspect of) their very existence.

Here's the thing. You also have to tell them that it's for them.

What can a chick flick teach us about authenticity in marketing? Crafting marketing that feels authentic to your intended audience personas is tricky business. Your key messages (or plot points) might be right on point, but if your voice or tactics are at all off, you might hit some friction.

The most effective marketers -- and leaders -- tap equally into both cognitive and affective empathy to create brand stories that resonate with what their audiences believe in.