The promise at the heart of a business

The trouble with growing your business is that... you become a business.

Why do you think we romanticize so much the experience of shopping at small shops as opposed to supermarkets? It's because we think the relationship we'll have with the retailer will be more human.

People crave for human or - even better - personalized relationships with businesses. Because shopping is, at his core, an act of faith. Your business makes me a promise that I'm willing to pay for.

Speak with your heart

So, does your voice have to be cold and automatized?

Here is an example of an apologetic letter sent from a robot, that totally misses its point. And some concrete advice to make it feel more human.

"There are several language techniques that can make an email feel more genuine, and so, be more likely to satisfy your customer."

2-mn readBeing more human to Mr Human (blog)