Don't forget you're marketing to people.  Software and technology doesn't replace the human touch.     By John Bolduan RealWebMarketing.com

I came across a website the other day and like many of you, I marveled at the site's sophistication. It had all the information, buttons, quick lookups, product details and everything you might want at your fingertips except one thing. It was missing the most important ingredient any website could have, the human touch! It was cold, factual and had no element that a human being had anything to do with it. Now, I'm not against technology, in fact, I should say God bless the nerds who made this all possible. What I'm simply saying is that once a sound platform is established you must think about marketing for people.

When marketing for people online understand that people buy from people. They don't buy from machines. Well, yes, you might say that they do when they place an order online, but they know there's a person behind the site. People like to buy from people they know and trust. Think about the last time you bought an item either in a store or online. If it was in a walk-in store, remember how the nice clerk helped you find what you needed and maybe had a little story around the product. Their interest in the product and how it would work for you made you feel good about the purchase. They were being a real person, full of life and sharing something more than just an item and a price. That's one of the drawbacks to selling online, people cannot see the real person, so they make assumptions about you based on how your website is presented. 

How can you make yourself more human, more personable online? 

Here are a couple of suggestions that might help make your site more personal and more human. 

• First, think about the people themselves as they buy online. They are mothers, fathers, brothers, sisters, grandmothers, grandfathers and any other relation you could name. And you know, most people at their base level see themselves as that, not necessarily as their career as an accountant, salesperson or doctor. So talk to them and relate to them on a deeper level as people who need something you have for whatever reason they have.

• When writing copy for your web pages, use a conversational style of writing. Don't be afraid to interject a common saying or refer to an experience you had in life. Tell a story. People like it when you tell more about how they can relate to your product or service. It's easy, just be yourself. If you're not sure about your writing skills in this area, then hire a web copywriter who can help you talk to people in a personal way.

• Be inviting on your website, just as if you were inviting people into your home or office. Give them an experience of caring, conversation and maybe a story or two. That's the kind of interaction that builds long term relationships. If your website does not feel this way, then change it to reflect marketing for people.

• If you have someone who runs your website all day long, consider running an instant messaging chat feature on your site. It gives customers a live person to chat with in real time. This makes the online experience you offer more immediate, more personal. It's effective and it makes people feel the human contact with your website.

When marketing for people, remember to the human touch. People buy from other people they like and trust. Make your website a place that reflects the personality of it's people or an individual. There is no substitute for human interaction in sales and marketing. Be a real person online and the results will amaze you.