People want to do business with people

Do you remember the last time you called a toll-free number and were routed through phone-tree hell (“Press 4 for customer support. Press 5 for sales.”) and then had to wait on hold? How did that make you feel?

Or consider the Web sites you’ve visited recently. How many were dull and uninspiring and didn’t answer any of your questions? Did it feel like these organizations cared about you?

Of course not.

People want to do business with people. We're human, and we crave interaction with people who know us. When you build content especially for your buyer personas, you build a relationship with people before you’ve even met them.

This is from Web Ink Now, and written by David Meerman Scott.

Take a look at my message on Target Marketing.