Like Humans Do

Eric Rabinowitz  February 7 2010 09:27:59 PM

For years I never really understood the tone of most marketing letters that come across my desk. What I found is that most of what we produce in our industry lacks humanity.  We tend to try and hit the impersonal centers of reader's brains and almost always ignore the emotional and truly human parts.  I think people like to buy from people who they know and trust but most of what I see as marketing collateral does nothing to create personal relationships. I've recently asked our writers to submit more personal letters and articles for our e-Mail Assistant delivery system that was specifically designed for 1:1 communication (www.emailassistant.com).  The next time you sit down to write for your company I strongly recommend that you remember you are communicating with people.  Stay away from "Marketing Speak", when crafting your message; try to connect with the person you are writing on a human to human level. Like Humans Do.

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