Is your brand optimized for humans?

By Anne Popolizio

It might sound like a silly question at first, but it’s one of the most important questions a brand can ask themselves. You might think your marketing is effective…but can you definitively say it’s connecting on a human level?

In my interview on Julie’s PR Patter with Julie Livingston, I explain exactly how you can determine if you’re connecting with people on a human level…and if you aren’t, the adjustments you can make to change that.
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Because here’s one of the biggest issues marketers face: the internet is a noisy place. If you want to reach people, you’ve got to cut through the cacophony…in three seconds or less. 

The key to cutting through isn’t being the loudest, it’s having the messaging that connects immediately with your audience. Your (concise! snappy! on-brand!) messaging needs to show them you deeply understand the problems they’re facing right now. 

You might know the problems’ root and the big-picture solution, but your clients don’t care about that. If the sun’s shining too bright in their eyes, they want a hat. That’s the phrasing they’ll use, and that’s the phrasing you need to use to show them you understand them. 

You’ve also got to know how to interpret your ads’ data. The data shows you everything you need to know about people’s experience in your marketing funnel…including the spots where they get stuck or turned off. 

It isn’t a question of “am I nurturing them enough to convert them into clients?” It’s “am I meeting their needs at every step?” Your data shows you where you are and aren’t meeting these needs. 

So how do you change up your strategy and ensure that you’re meeting those needs? Messaging is part of it. So is your message’s framing. Frequency is a big one too…remember what we said about the internet being a noisy place? If you think you aren’t communicating enough, you’re right. You likely need to communicate more. And definitely in a human way. 

Click here to watch the interview.