How to Add Humanity to Your Marketing Materials
What does this have to do with YOUR business? What can YOUR company learn from Mister Whipple and the Maytag repairman?
Simply that humanizing your marketing-communications materials can help you connect with prospects. Let’s face it, many companies, especially high-tech outfits that focus on product specifications, often forget that their customers are flesh-and-blood people with emotions that can be appealed to. Sure, data sheets and specs are important, but they’re not the whole story.
Apple computer, in the early days, understood that. They didn’t dwell on the technical features of the Mac. They created a sense that using a Mac was super cool. That, in fact, you were super cool if you put your feet up on your desk, sipped a cup of coffee like the handsome model, and wrote that great American novel with MacWrite and 128K of memory. To this day, Apple, the creator of the iPod, is the “cool” one.
You know, it really isn’t hard to add a little humanity and personality to your marketing materials. For example, you can:
• Show people using your product
• If you talk about great “customer care,” show your support staff
• Put photos of people on your Web site
• If you use customer testimonials, include their photos
• Sign your e-mail with a name (instead of leaving it anonymous)
• Instead of photographing your fulfillment piece by itself, photograph a hand holding it
• In a self-mailer, have a message from the president along with a friendly photo
And that’s just for starters.
The take-away message this month? Product facts and information are important—but so is the human touch.
Betty Crocker, Uncle Ben, Mrs. Olsen, The Jolly Green Giant, the Pillsbury Doughboy, and countless others have made products come alive for consumers. Doesn’t it make sense to bring a bit of the human touch to YOUR marketing efforts?