Abstract, Emotional or Personal?

Social media and internet marketing change marketing in ways you’ve probably never considered.

We tend to judge something’s ultimate appeal and effectiveness by its revenue-generating potential. Most of us still see our business bottom line as the reason we’re in business, our top priority, our best measuring stick.

But decades ago, some business experts were already pointing out the relative importance of uncountable results.

Iconic business teacher and consultant Peter Drucker, for example. wrote that a company’s real bottom line isn’t profit. It’s the contribution the company makes to its community. Our profits are what enable us to keep contributing.

His was the minority view. To industrial age companies, the only things worth investing in were materials, people or processes that could quickly and efficiently generate profit. Abstract or emotional considerations just got in the way. Being personal was only useful if we were good at “faking sincerity.”

That’s beginning to change as we learn to depend on the internet for information, opportunities and entertainment. It’s true, the more automated or high-speed a solution is, the more attractive it becomes.

But there’s a flip side to that trend. Messaging with a human touch is becoming more remarkable and memorable. When judging the merit of a product, service or source, we instinctively ask ourselves: “Is this the kind of person I can trust and enjoy working with?”

Time spent pondering abstractions or emotional issues still seems unproductive. But with the almost unlimited selection of consumer goods and people available online, their first cousin “personal” is the initial consideration. Without some effective way to engage authentically and personally, your technical or operational content has no traction.

Ready to get up close and personal so you can become known, liked and trusted?


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