When you are connecting with your prospects, you need to humanize your marketing communications to engage them effectively. This means returning to old-school principles about the way communication works.

It’s so simple that we can forget it: marketing is communication. Fundamentally, it’s about human beings exchanging useful information with each other, and in the process, attempting to both educate and persuade. Wherever you find yourself communicating about your business to clients and prospects, you are marketing – whether it is in person, a phone call, a blog post, email, social media, or some not-yet-invented medium.