When marketing yourself in the digital or print world, one of the most important things you can do is make your brand as human as possible. But what does it mean to “be human”? Let’s take a look.
To start with, your marketing content needs to be relatable and conversational. Audiences don’t want to be force-fed bland, emotionless information, but they also don’t want to be overwhelmed with marketing jargon or buzzwords. While your internal team might understand these terms (and love them to death), chances are that your audience won’t be able to relate to industry jargon.
So how do you form an emotional connection with your audience and help them appreciate how you can solve their problems? It starts by developing a clear understanding of who your audience is. Conducting sufficient research regarding your audience’s demographics and interests will help you understand what messages and marketing pieces will connect with them on an emotional level—and that’s where the victories take place.
The thing is, most people make their purchasing decisions based on their emotions—in other words, how a product or advertising message makes them feel. When you’re able to influence someone’s emotions with relatable messaging, you’ve already accomplished most of the work necessary to convince them to make a purchase.
With the help of marketing advisors and companies, you can gain a better understanding of your audience and craft marketing content that will humanize your brand. And when that happens, an increase in sales is sure to follow.d