Imagine yourself stepping into your favorite shop, let’s say a coffee shop or a garments store. The place appears to be the same, but there’s a certain something that’s off. When you get closer to the counter, and are about to order your usual order, you realize that the store is managed by robots.
These robots don’t actually care about their customers. They are not really manifested to care about human-to-human interaction, they don’t care that you have been going to this certain shop every day over the last six months, or that you have special requests in your order. They don’t feel like talking to you about your day, and they don’t really care about giving you a gift for being a loyal customer.
No, as a matter of fact, these robots were systemized to do one task and one task only, which is getting your money and giving you what you paid for.
The thing is, we’re not numbers and they aren’t robots. We have one critical issue in common which is we’re all 100% human.
Instead of advanced technology, it is a humanized era
Applying advanced technology has enabled the flow of a constant influx of information with each and every detail about the consumers on a daily basis. This has made us all be selective about everything.
The availability of such huge volumes of data has driven marketers to rethink our approach of all marketing scopes from digital marketing operations to event making and out door placements. As a matter of fact, it doesn’t really matter how many dollars the marketing machine is gaining for the business. What matters more is making the brand resonate with the audience, because anything else will be a waste of time and money.
The trick now is with the way of connection. Humans now are principally attached to the technological gadgets, that’s why businesses must look for advanced ways to try and connect with consumers on each device and through all kinds of social platforms they are using. This must be made in a way that enables consumers to feel connected to the business on a more human level than what was previously ever required.
How to implement human to human marketing?
1. Add some fun
Humor is always nice, it’s always an essential component of human to human interaction. You can add a touch of humor to your marketing campaign through your website, blog, social media posts, or your product descriptions.
There is a nice model of using humor called MailChimp. When the system at MailChimp is processing a payment or any other task for a user using their services, they don’t feature a normal “loading” or “processing” message.
Instead, they feature a different message that says, “We’re crunching the numbers. We can only move so fast, but until then, check this out.” It is simple yet fun which makes waiting for a simple task to be done less boring.
2. Don’t be perfect and act like an actual human being
What is usually written about products on websites or in pamphlets is more formal than how we actually speak. We try to look perfect and avoid making mistakes, but at the end, we sound more like robots or machines.
It is better to write as though you are speaking to an actual person and then your message will be better received. Don’t worry about being perfect.
3. Context comes first, then content
The best way to know a customer is focusing on context first. It is better to slowly reveal things about yourself — information about your place of birth, your favorite job and why you chose it, your problems, and so on. Knowing your customers is really important, but it’s also important for the customers to know you. Once they know who you are, they’ll want to listen to your message.
4. Role play with the team
When you are thinking about the best marketing practice for your product, it’s important to keep the customer experience in mind. The best way to do this is by putting yourself in the customer’s shoes. Try role-playing with other people in your team. During this phase, you should pay close attention to the details, engage with the product and customer, and ask questions to see the kind of response you get.