This graphic hit me hard. A simple design and yet such a profound message. Why don’t marketers know how to speak human?
Also… a simple questions. Why is it so hard?
As marketers… shouldn’t we strive for perfecting communication on a daily basis? How do we create a message that will resonate with our customers… our company? How do we take an idea and transform it into a living… breathing… story? How do we take a product/service/offering and make it speak Human? Why is it so hard?
In my opinion… the root of the problem is our inability to separate the bottom-line, our text book learning curve, and our customer voice. It is hard to get to the point where we are being more genuine… than business driven.
Could the answer be the Internet? We are only beginning to understand the power of the Internet and the tools inside of this vast network of people. We are no longer products and services but people. Customers are people first… and buyers second.
Why don’t businesses know how to speak human? They should. We should. You should.
There is no better place than here. There is no better time than now.
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I like the Rage Against the Machine callback there at the end.
My brother-in-law was saying this same thing this past weekend. He works for a large orthopaedic company here in Indiana, and says their MBAs ar constantly using words lke synergy, without any sense of irony.
The question is simple but yet very effective to answer.I support your given description about the root of the problem.It's true that our book-ridden mind is not so practical during work to behave as human.
I posted an answer over here: http://www.lohad.com/?p=4834
The reason that marketers can't speak human is that using plain language automatically discounts the needs for marketing professionals. Why hire someone to write your marketing copy if they are just going to tell it straight?
I don't know if plain language discounts the needs for marketing professionals. You still need strategy, planning, and implementation.
But virtually every project needs strategy, planning and implementation. Now you are strategizing about how to speak plainly, planning to speak plainly, and then actually going out and speaking plainly!
I actually think it's helpful that marketers don't speak plainly. I *like* knowing when I'm receiving a commercial message versus one that doesn't hope that I buy anything.
As small business owners we are all marketers at heart. We all hope that people *buy* something. Now… you can either be good at speaking/selling from the heart or not…
Wait, I thought we we all people at heart? You know, "people first, customers/salesman/business owners second?"
Hi Kyle,
You've presented an interesting question. In fact, it's one I spent most of last year exploring in my book: Speak Human.
If you're curious, you (and your readers) are welcome to read the first chapter here (for free): http://www.speakhuman.com/look-inside
Cheers!
Eric
Sometimes I think we are taking old approaches and trying to make it look like something new. Agencies are trying hard to to embrace social media to help their clients and ensure their own survival. But to me, the agency approach (someone "tweeting" for you or your company) undermines social media's basic premise of transparency. Check out my blog to read more about my approach: "Using social media: how will you be human?"
All the best to you, Julia
This is so true, and I was just thinking this the other day. Marketers need to communicate genuinely. Building a bridge of trust with your audience is crucial to your message going through. People don't commit to anything they don't trust, or can't relate to. We can't automate the message, or we won't get any response. Just a few of my thoughts…
Good post, it really got me thinking!