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How to Humanize Marketing

Marketing expert Simon Sinek often asserts that people don’t buy products or services. They buy the values and purpose behind them. This “why” is essentially a story, and the most effective marketing campaigns are built upon compelling narratives.  Considering this new reality powered by AI, how can marketers humanize their efforts to ensure their campaigns resonate with their target audience?

Give your marketing a personality boost with these tricks:

1. Tell Stories

People love stories. They help us to connect with others and to understand the world around us. When you tell stories in your marketing, you are inviting your audience to get to know you on a personal level.

Your stories can be about anything, from the history of your company to the people who work there. You can also share stories about your customers and how your products or services have helped them.

For example, Dove’s Real Beauty campaign features real women with different body types and appearances. The campaign tells the stories of these women and celebrates their unique beauty. It has been very successful in connecting with women on a personal level, building brand loyalty.

Another example is the Nike “Just Do It” campaign which features stories of athletes who have overcome challenges and achieved their goals. The campaign was a success, inspiring people to push themselves and achieve their own goals.

 

2. Be Authentic

Don’t try to be someone you aren´t. People can smell fakeness a mile away. Be yourself, let your personality shine through, and your marketing will be more genuine and relatable. Share your passions, your values, and your beliefs. When people feel like they know you and they like you, they’re more likely to trust you and do business with you.

For example, the company Patagonia that is known for its commitment to environmentalism and social responsibility. The company’s marketing reflects these values. Patagonia’s website features a section called “The Footprint Chronicles,” which details the company’s environmental impact and its efforts to reduce its footprint.

 

3. Be Transparent

People want to do business with companies that they can trust and one of the best ways to build trust is to be transparent. Be honest about your products and services, your pricing, and your business practices. If you make a mistake, own up to it and apologize.

Transparency shows your customers that you respect them and that you have their best interests at heart.

For example, the company Whole Foods is known for its transparency about its products and practices. The company’s website includes a section called “Food Labels Explained,” which explains the different food labels that Whole Foods uses. Whole Foods also has a policy of disclosing all ingredients in its products, even those that are not required by law to be disclosed.

 

4. Be Human

Remember that you’re not just marketing to a group of faceless consumers. You’re marketing to real people with real emotions. So when you’re creating your marketing materials, keep your audience in mind. What are their needs and wants? What are their pain points? How can you help them?

When you focus on helping your audience, you’re more likely to create marketing that is relevant, engaging, and effective.

For example, Airbnb is known for its focus on human connection. The company’s website and social media posts are full of stories about people who have had positive experiences using Airbnb. Airbnb also regularly partners with charities that support human connection, such as the American Red Cross and the International Rescue Committee.

Another example is Mailchimp, known for its fun and quirky marketing. The company’s website and social media posts are full of humour and personality. Mailchimp also regularly partners with other fun and quirky brands, such as BuzzFeed and The Onion.

 

5. Build Relationships

Marketing is not (just) about selling products or services. It’s also about building relationships with your customers.

Take the time to get to know your customers and what they’re interested in. Engage with them on social media, answer their questions, and offer them helpful advice.

When you build relationships with your customers, they’re more likely to become loyal customers and advocates for your brand.

For example, Sephora is known for its strong customer relationships. The company has a loyalty program called Beauty Insider, which rewards customers for their purchases.

 

In summary, humanizing your marketing is not about being perfect. It’s about being real and being yourself. When you connect with your audience on a personal level, you’re more likely to build trust and loyalty.
And that’s what marketing is all about!

GALLERY

Organic Shapes
Organic Shapes

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