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In our tech driven world, marketing runs the risk of becoming more automated and less human every day. Some brands run the risk of this happening without realising, relying more and more on available technology.

Injecting your business’s messaging and values with a human touch ticks lots of boxes for people. It makes you authentic, genuine and real and allows your customers to feel a real affinity to you. Needless to say, get it right and the long term benefits will speak for themselves.

So where to begin? Buckle up and we’ll run through our five suggestions you can implement today to get you on track.

What really gets you excited and buzzed?

Your passions in life ignite you and send out energy, excitement and enthusiasm that is contagious. Share these passions through your business messaging as much as you can. Your readers will be magnetised to your passion and want to learn more, so don’t be afraid to share your passion. Just don’t force it or pretend, if its not authentic it can be spotted a mile away and have the opposite effect!

Tell your audience how important they are

We all love praise and being told we’re special. Even though our mum might tell us every day, its even better when it comes from someone else.

Think about the brands you love, what is it about them that you love? They have no doubt considered their own personality and ensured they portray it in everything they do, which has made you feel an affinity to them. Perhaps their values align to yours, maybe you like they way inject humour into their posts, or perhaps you just like the way they style their images. Create distinctive, meaningful and relevant content that captures your personality perfectly and separates you from the noise.

Add movement to your messaging

Video is by far one of the best ways businesses can make a personal connections with their audiences. Consultants can provide virtual care and updates for your clients and convert scheduled face-to-face meetings to video conferencing calls. Your company can also provide explainer videos to your audience on issues that might be affecting them with your solutions, or talking about how their skills can help others.

There are many affordable options available to get virtual meetings underway. For webinars, virtual presentations and other digital events, you’ll need to consider how you will let people know how to register, so consider the marketing aspect nd the best way to invite them, again perhaps using video or animation.

Personality goes a long way

Who really are you? It’s a bit of a blunt question, but the more you know about yourself, the better your content will be. Be brutally honest and inject your personality into everything you present. You’ll most likely find that your personality is akin to the industry you work, more serious industries require a more serious personality than those that work with children.

As mentioned, authenticity is everything, don’t pretend to be anything you’re not. Everything should be natural and consistent. Whether online, over the phone or face to face, your personality should shine through.

You say po-tay-toe, I say huh?

Gone are the days of good ol’ corporate speak, no-one really buys into it anymore. Don’t get bogged down or baffle your readers with jargon either. There’s a time and place for both of these types of language, but it shouldn’t appear in your marketing or customer facing content.

Speak with a tone that captures your passion and personality in words that are easily understandable. Similarly, don’t treat your readers as primary school kids as that can come across as being condescending. Keep it real and authentic. 

Check out our blog post What’s the Message? for a few more tips.

We love it when a plan comes together

Okay, I know we mention this a lot, but there should always be a plan. Set your goals and how you will measure results along the way. Remember the old saying, ‘fail to plan, then plan to fail’. A goal could be to really work out what your passion and how you can apply it to your business messaging, by a certain date. Or how often you will write content for a blog post, then whacking it into your diary to ensure you achieve it.

Whatever your goals are, they have to work for you and constantly drive you onwards. I promise, it might seem daunting at first, but once the ball gets rolling, it becomes a cinch!

If you are already doing all of this, kudos to you! Share your experiences, what worked well and what you found tough, as no doubt it will help others. As always, we’re here to help too, so don’t think twice, give a shout at and let’s get the ball rolling.

Doug Norman

Author Doug Norman

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