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Excerpt from the guest article by Melanie Davis on Convince & Convert Blog by Jay Baer: "We’re living in the middle of an information explosion, which is preferable to a literal explosion, but still pretty bad if you’re a marketer.
The sheer amount of information out there—online, in stores, in our inboxes—makes it extremely challenging to engage with customers and prospects.
Given our information overload, it’s more important than ever to connect with customers and prospects in a real way. To think of them like humans, and to speak to them like humans. Speaking in human makes people listen, gets you leads, and builds loyalty.
Here’s a couple ways you can start speaking in human. 1. Write the way you talk. You’re intimately familiar with your company’s offerings. This makes it extremely difficult for you to explain your product to a non-expert—i.e., your customers and potential customers. This phenomenon is called the "Curse of Knowledge", and studies have found that it’s a real, knotty obstacle to good communication. So to speak in human, you have to consciously examine your marketing materials for your knowledge bias.
I find it’s helpful to imagine myself having a chat with one of my favoritest clients, mentally explaining our new product and then jot down the “transcript” of the conversation that’s playing in my head.
2. Let people respond naturally. If you let people respond in a way that’s more natural, they’ll be more excited about talking to you. Communicate with your audience like you talk to real, live people, and let them talk human back to you. And try to speak in human in everything that you do, which includes login screens, autoresponder emails, contracts, everything.
Everything is marketing, and every touchpoint is a chance to connect with your audience on a real Homo sapiens to Homo sapiens level..."
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