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People don't buy logic. If they did, no one would propose with a 4 carrot diamond ring and everyone on the planet would drive an electric car....
The challenge today is people are waiting longer and longer to connect to humans within a brand so much of their exposure to products and services that brands offer is through their digital presence.If that presence is stocked up with fact based product marketing then building a relationship is going to be all but impossible.
So why do companies continue to do this? ...Today with relationships being built online, many are less secure and more transactional increasing the need for human relationship building.
Accomplishing this through human engagement is key and should be done with Social Media, Content AND your sales force....
More evidence of the importance of storytelling, content marketing and creating relationships online.