THE POWER OF THE HUMAN TOUCH
One of the problems we have today is the lack of humanization, not only in our marketing efforts, but in most of the things we do. The internet, featuring social media and web sites, has taken away the human touch. It appears we have been ingrained with the concepts that everything has to be done in a hurry and success is achieved by sharing as much information as quickly as possible.
While I am an advocate for using all the tools in marketing, I believe that we must add the human touch, as much as possible, in all aspects of our marketing.
We have five senses, touch, smell, sight, taste and hearing, all of which should be incorporated as much as possible, in the creation of a marketing program. Let me share my views on each of these senses.
Touch: I can tell a lot about a person when I have an opportunity to shake a hand.
Sight: I like to look at a person; the way they dress, walk, and their facial expressions also tell a story.
Hearing: A person to person conversation will often provide a greater insight into a person than e-mail correspondence.
Taste: No matter how well you describe a certain type of food, I still have to taste it in order to decide for myself whether I like it or not.
Smell: While not often considered important, the fresh, clean smell of an office makes it more conducive to conducting business. Another example, trying to sell a home that has a bad odor, is almost impossible.
Human touches can be achieved in a variety of ways. I would rather talk to a prospect on the phone rather then send an e-mail and hope that it is read and understood. When I speak in front of a group of small business owners, I can pick out the ones that have the greatest chance of success by their actions, facial expressions and questions that they ask.
Technology has made it possible for us to communicate with one another not only by voice but also by sight. If a face to face meeting is not possible, use a visual conversation method for communicating. Another possibility when a face to face meeting is not available, the next best method is to use a video of yourself telling a story or describing the benefits of your product or service.
A suggestion: instead of mailing or e-mailing a package, send a DVD to your prospect. They are inexpensive to create and much more effective.
Set yourself and your marketing efforts apart from your competition. Incorporate the human touch whenever possible.
Market your product and services to all of the senses.
Tips & Advice by Nick Petra – CFP, Mentor, and founder of BizQuack and Strategic Duck
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