Humans at the Heart of Things
How Every Company Can Benefit from Human-Centered Marketing
A few years ago, I reconnected with an old high school classmate, Jamie, at a fundraising event. While catching up over drinks, I learned that she was now working as a funeral director.
Yikes! I thought. How dismal.
I expressed as much–albeit a little more politely–and asked her if a job like that wasn’t depressing at times? Her response surprised me.
“Oh no, I love it!” Jamie said emphatically. “I get to be there for people on one of the worst days of their lives, and turn it into something beautiful.”
Wow, right? What a reframe!
And you know what? After hearing Jamie express her passion for her work (and especially after reading her fascinating profile when she was later named to Oy!Chicago’s “36 Under 36” list with me), you can bet she’ll be my first call if I ever need a funeral director.
This may just seem like an interesting glimpse into a lesser-discussed field, or a nice recommendation for a friend. But actually, this framing is the essence of what I talk about with clients: the power of centering the authentic, human element of what you do.
If you’ve seen people’s eyes glaze over when you talk about your job, or worry others might think your field is boring or even off-putting, ask yourself why you entered this field. What aspects of it do you genuinely enjoy? Maybe you’re an accountant who finds fulfillment in empowering others to understand their finances, or gets a thrill out of bringing order to chaos. If you’re passionate about it, your clients will be, too.
Or perhaps you want to make your small house-cleaning company stand out from the competition. Have you considered how your services make people feel? Do you have any stories about clients whose lives you’ve improved by relieving them from the burden of cleaning? Those are the human stories that elevate your company above the rest.
Whatever industry you’re in, focusing on the people you help–and the people who work for you–is the key to relatable, effective marketing that differentiates you.
Not sure where to start to make human-centered marketing work for you? Contact us.
- Jessica Leving Siegel