Welcome to the world of H2H. It’s a great place to live.

Every time I hear someone say that storytelling and developing quality content don’t apply to their business or industry, I think… Oh, you must not deal with people then?

I’m so glad that the terms B2B and B2C are becoming redundant.   Welcome to the H2H (human to human) world. It’s a great place to live.

It is where humans interact on a human level. What that means for marketers is that in order to succeed, we need to treat customers as real people – and all the complexities and emotions that go with them – and not simply as dollar signs and data.

It is a well-known fact that people engage with great stories on a level that is far deeper and more powerful than anything else. Just think about what level of brand engagement that can create for your brand.

Give this some thought next time you sit down to produce a piece of customer communication.


Author: Cameron McIver



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