Human Relationship Marketing in a Nutshell

All of us are exposed to a variety of advertising and marketing messages every single day.  But there is one method that trumps all the others combined and it’s built on what I refer to as Human Relationship Marketing.

Human Relationship Marketing is a different approach than most advertising professionals talk about, but the goal is similar.

Human Relationship Marketing and all the other approaches have the ultimate goal of selling stuff.  But how it’s done is what separates Human Relationship Marketing from the others.

As Humans we have a primary need to Trust.

For us to feel confident about anything, we need to Trust it.  

I Trust the chair I am sitting in to hold me.

I Trust the cook at the restaurant not to poison me.

I Trust the drivers heading towards me on the road at 40 miles per hour to stay on their side of the yellow line.

See how important Trust is to our Human activities?

This Trust Factor is essential to be our Human experience.

As a side note, it goes beyond humans.  Over the years my wife and I have had a cat or two. Our current feline is a little skittish compared to our previous critter who would sleep thru anything.  If you are also a pet owner, you understand the Trust Factor between pets and people too.

So how does this Trust Factor apply to Human Relationship Marketing and what is Human Relationship Marketing in a Nutshell?

It’s pretty simple.  

Human Relationship Marketing includes or mimics the Human Relationship Principles that build Trust and uses those as the foundation for the advertising and marketing.

I’ll give you two examples.

The first is for a car dealer in town that uses all kinds of gimmicks and cliches to sell cars. Every month it’s a new sale.  So far this year, they’ve had their Nickle Pickle sale; Hole In One sale; Swimming In Savings sale; and Shamrock Your Ride. These campaigns are filled with cute word plays and clever puns but do they build Trust?  Not with me or most other Humans I know.

The other example is from my own radio station where our afternoon talk show host talks about how he and his wife have bought or leased 8 cars from his favorite dealership.  Even before they were advertising on WOWO radio, Pat Miller and his wife were getting their cars from this dealership.  My friends, this is the very best form of Human Relationship Marketing using the Trust Factor.  It’s what I call Word of Mouth Advertising with a Bigger Mouth.

Speaking of which, next time I’ll give you my background story on that phrase, Word of Mouth Advertising with a Bigger Mouth.