7 Keys to Marketing Genius: Humans Crave Relationship
The following is an excerpt from The 7 Keys to Marketing Genius by Michael Daehn
What is the greatest punishment inflicted upon hardened criminals? Solitary confinement. The worst thing that can be done to a person is to remove him or her from interaction with other people.
The reason is that humans were created for relationship. I have had people tell me that in my business decisions I take things too personally. I retort that they do not take their business personally enough. Business transpires between individuals and groups of human beings. Trying to depersonalize the process causes problems; it does not make things easier. People desire to have a relationship with your brand and will feel betrayed if you do not treat them with the dignity and respect required of human beings. Marketing is about the human communication process. To be successful you must treat people like people, not machines.