When people quickly glance at marketing items (such as websites, Facebook pages, or print ads), what gets their attention? Images—especially images of human faces. We are always curious about people. We want to see what they look like, what they are wearing, how they live, what they do, etc. Wanting to connect with other humans is a strong and intrinsic characteristic of our species. Friendly interactions and relations with other people make us feel good. Seeing happy faces is generally appealing. Adding photos that show people’s faces, or adding other humanizing elements (such as humor) can go a long way toward making your business look more appealing.

The opposite is also true. Ads that are devoid of human faces, humor, or emotion can be cold and unappealing. There is a popular saying: “People buy from people.” Whatever the product or service involved, our curiosity tends to be about people. We might wonder:

• Who is it for?
• Who is buying it?
• Who is selling it?
• Who makes it?
• Who does it?
• Why do they do it?
• Who do they work with?
• How long have they been doing it?
• What made them want to do it?

Many websites include an “About” page to answer questions about the people running the business. An “About” page can be effective for humanizing your website. Studies have shown that “About” pages are often looked at by visitors before making buying decisions. Besides having a good “About” page, be sure to humanize your other web pages and marketing materials as well.

Ideas for humanizing your marketing items

• Include photos that show happy faces.
• Write text that comes across as conversational, as opposed to dry and technical.
• Let your friends and fans get to know the people you work with.
• Do you have a hobby like playing golf or watching football? Insert something about it on your website.
• Have a contest among your employees and let your customers see pictures and results.
• Use social websites to post photos of things happening with the people involved in your business.
• Tell stories (more about that in the next section Tell Stories).
• Add a little humor.

Complete Web Exposure Package