Ever been on a first date with someone who won’t stop talking about themselves?
I’m single, and let me tell you, getting back into dating in your 50’s is not easy. Many first dates sound like a resume-read/poetry slam of accomplishments, accolades, and pedigrees that make me want to cut out before appetizers hit the table.
“I did this… I won that… I’m the best at…”
Awful, right? Now think about your brand. Are you doing the same thing?
Brands that only talk about themselves lose potential customers fast.
Customers don’t fall in love with features. They fall in love with relatability, humor, and authenticity.
Everyone talks about authenticity, but did you know that humans are excellent BS detectors? In fact, we are more attracted to authenticity than likeability. Meaning, even if something is desirable but feels somehow artificial, we prefer what’s real. That model who has a little gap between her teeth. The nerdy but passionate vinyl record enthusiast. We crave real interactions that connect to us and through us, not the shiny, perfect surfaces.
Relatable Problem: Your brand feels too corporate or cold, or all about you [i.e., your features and benefits] and customers aren’t emotionally connecting.
Pro Tip: Apply the First Date Rule to humanize your brand:
- Start with Them, Not You. Your first marketing message should be about the customer’s world—not your product.
- Show Personality. Can your brand have a little fun? A unique voice?
- Tell Imperfect Stories. Perfect brands feel fake. Show real struggles, lessons, and growth.
Example:
A coffee brand that wanted to stand out in a crowded market didn’t just say “We make premium coffee. It’s Colombian, high mountain, pure bean organic goodness.”
Instead, their Instagram bio read:
“Coffee so strong, it should come with a warning label. But hey, that’s why you’re here. Strength knows Strength.”
It was fun. Relatable. Human. And people loved it.
Your customers don’t need another robotic brand. They need one that feels real.
