Hello, I’m a human.
A small (but vitally important) detail too many brands forget about.
As people, we’ve been put into one box or another, all based on some theory that supposedly makes it easier to connect to.
“I’m a Human” is one of those simple-to-miss elephants in the room that gets overlooked only to be replaced by some “persona” bullshit, or worse, the dreaded B2B/B2C marketing myth.
None of us has ever had a dialog with a “profile”—we’ve only spoken with another human: someone with actual likes, dislikes, loves and hates.
So, how about we start getting real?
This is the topic of this week’s One Minute Wednesday.
HEY, I’M A HUMAN, NOT SOME “TARGET MARKET”
My buddy Ted Rubin said it best: “If you are only focused on the Money… You risk completely overlooking the People.”
I cover this in my book, Brand Intervention, talking about the difference between transactional relationships versus ones built on shared dreams, aspirations, and purposes.
B2B IS WHERE SOMEONE SPENDS THEIR TIME, NOT WHAT DEFINES THEM AS A HUMAN BEING
Never lose sight of people as individuals. It’s people that make work-related decisions, not some “vague corporate entity.”
Just as women are people, not merely “housewives” or “moms.”
The same applies to young adults, kids, people who are in the mature stages of their lives, and those who enjoy certain activities.
Yes, we each have those roles, but don’t let those roles overshadow their humanity.
Not if we ever wish to truly connect our brands with the lives of those we serve with our products and services.