Lost In Translation: Why Don’t Marketers Speak Human?

November 10th, 2008 Posted in Marketing, Social Media Community, Social Media Expert, Social Strategy, blogging

I was browsing through the world of Social Media tonight and I ran across a blog called Socialized by Alisa Leonard-Hasen. She had a simple post dated back in October called Like Humans Do. The post was a simple graphic:

It hit me. HIT ME HARD. A simple design and yet such a profound message. Why don’t marketers know how to speak Human?

As marketers shouldn’t that be what we strive for on a daily basis? How do we create a message that will resonate with our user base? How do we take an idea and turn it into a message that tugs the heart strings? How do we take a product/service/offering and make it “speak Human?” Why is it so hard?

One last question:

Is the answer Social Media?

I would venture to say… ABSOLUTELY. Never in the history of marketing has a platform been developed where you can tap into a community. We are no longer products and services but people.

Why don’t businesses know how to speak human? They should. There is no better place than here. There is no better time than now.

416Comments2008-11-11+04%3A28%3A22Kyle+Lacy to “Lost In Translation: Why Don’t Marketers Speak Human?”
By Ricardo Bueno on Nov 11, 2008

Kyle,

I’m pretty sure you already know where I stand on this. Nothing has greater impact than the *personal connection* that you make with a customer. Make a connection, a real human connection with that customer and you’ll have a product evangelist for life!
By Gennefer Snowfield on Nov 11, 2008

A message like this is always a good reality check. Marketers tend to get mired in the mechanics of the messaging rather than the sentiment, striving to jam every possible marketing element into the communication — unique selling proposition, key differentiator, call to action, etc. (and the art directors will make sure you do it with plenty of white space!).

But when you boil it down to what really matters, nothing is more compelling than a brand with a heart and a message with a pulse. By infusing some humanity into the interaction, showing the customer that you care about them as a person and not just their credit card number, and by putting substance behind your words, it has a much more powerful effect than just a fancy type treatment.

At the end of the day, ads (or even finely crafted copy) don’t produce sales. *Relationships* do — and the best way to build a relationship with your customers is to listen LISTEN to them, find out what they want and need, and then deliver on it, pithy headlines not required.
By Kyle Lacy on Nov 11, 2008

@Ricardo: We are both under the same belief system.

@Gennefer Design and Advertising is almost secondary to relationships (in my humble opinion).
By Adam on Nov 12, 2008

Kyle,
This article makes me laugh due to an experience I had this last Monday facilitating my first of 4 workshops on social networking for businesses. I set the ground work for everyone to understand that we were utilizing some of the major social networks out there specifically to establish and foster connections with peers, thought leaders, partners, and ultimately possible customers.

A vocal 3rd of the group wanted to skip all of that and get straight to how they could quickly make money. “Relationships take too much effort” was the message I got from them. It amazed me.

Social media is not snake oil or a silver bullet. You have to be willing to connect.
By Dr Wright on Nov 12, 2008

Social Marketing is not the answer. If you can not speak human, then it is really clear in the social marketing area. You will not get the results you are seeking.

The Social marketing area is not a place where you market by permission. It is more than that. It is social first. People are trying to get around creating a relationship and you can do not that and be effective with your brand.

Dr. Wright
The Wright Place TV Show
http://www.wrightplacetv.com
http://www.twitter.com/drwright1
By Kevin Eikenberry on Nov 13, 2008

Kyle - This is a great post, very thought provoking. Let me change the thought a bit, that will still support your point. Real marketers do speak human. Real marketers are human. Successful marketers speak human. And oh by the way, Marketers that are going to last, must be and speak human.

Thanks again.

Kevin
By Kyle Lacy on Nov 13, 2008

@Dr Wright I guess the answer would be: Learn how to speak human? Isn’t it going to be easier for marketers to truly learn how to speak human through social media?

@Kevin great points

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Kyle Lacy, Social Media - Indianapolis