Opinions expressed by Entrepreneur contributors are their own. Key Takeaways The era of the “perfect” brand is ending. People want rawness and authenticity — they want to see the person or people behind the business. “Low-effort” marketing is the secret weapon for modern growth, so put down the professional lighting kit, pick up your phone and start showing the world the messy, honest and exciting reality of your business. Stop spending thousands of dollars on professional camera crews. You might think a big budget makes your brand look better. Actually, it might be hurting your sales. For a long time, entrepreneurs believed that “high-gloss” was the only way to go. They wanted every photo to be perfect. They wanted every video to look like a movie. But today, that perfection is killing your click-through rate. Consumers are very tired of being sold to. They see hundreds of ads every single day, and most of these ads look the same. They have bright lights, perfect models and loud music.…