28 April 2020
This is the human era, so let's talk people.
We are all in the business of people. At Parsons we motivate brands to embrace a human-to-human communication strategy.
The rule book is out the door. People need to talk to people like they really matter, like their world matters, and it’s this principle that forms the basis of true human-to-human connections. Don’t overthink it, if you know who you are then you know what type of person you want to be friends with. Brands need to talk to their new or long-standing friends in a way that keeps them close. The days of B2B or B2C communication are over – anyone still stuck there is, well, stuck. Instead, the focus on people-centric communication drives the way we all connect with products and services.
Knowledge of self and owning your relatable, engaging presence is the result of emotional intelligence that comes not just from listening, but from hearing and processing what’s being said. When you’re more concerned about broadcasting your own message without reading the room, you’re unable to make a sincere human-to-human connection and as a result, you’ll miss the chance to make a new alliance.
The human-to-human approach is not about being overtly bold and hyper enthusiastic (although these things can help). There’s real beauty in this quiet strength, and mastering the art of deep listening which builds immense trust and loyalty over time. Imagine someone thought of your brand like the wise friend or family member you turn to for advice? Great feeling.
We get to hear a lot of jargon about targeted communication and what that looks like depending on who you’re trying to sell to. This is the gap we take to reinforce that while the “sell” and your unique story are one in the same thing, people know when they’re being sold to – stop selling, start sharing. People will only hear your message if it relates to their world. The brands that are able to self-reflect and look at themselves through an introspective lens will ask “Why does our story matter? Why do we matter? And who should care about this?”. If you’re pretending to be friendly, and stretch who you are at the core to be all things to all people, you will lose that magic opportunity to deepen your personal relationships. Facts.