Human 2 Human

I used to have long evening talks, which are now shortened to rapid visual communication in the form of images sent via Snapchat. We liked to experience the thrill of a particular moment that now we record on our phones and then to play back their vague memories soon after.

It is no secret that every type of interpersonal contact is much more valuable in terms of the emotional aspect than any other form of communication. Unfortunately, it is easy to see how in recent years it has radically revolutionized our everyday lives which, to a large extent, we call online existence. Human evolution has not managed to keep up with technology, and has remained impassive on fiber optics and ubiquitous Wi-Fi, continuing to seek emotional experiences in the same way as before years, and maybe even more so. It is noticeable not only in everyday social life, but also in business communications as well as marketing and advertising.

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Similar rules of communication or rather the deficiencies are present in everyday business conversations. They cover both loose conversation involving community relations and discussions elements of a purely professional nature. Rarely we can observe communication which brings benefits to both parties involved in it. Most often we talk about our own needs, forgetting about finding the benefits of cooperation, and the more items that we may interest our interlocutor in a real way. Common problems and issues seem to be trivial, perhaps because it is hard to see and find the boundary between constructive conversation and snobbish monologue. If you forget the element of human emotion, this additionally reduces the depth of the dialogue, which reduces its value in the eyes of the recipient. So we can say that business communication conducted in a very serious way could further affect business than help in its development.

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The constant search for more and more effective marketing activities is surprising, and with it a sophisticated customer targeting while, at the same time, we cannot satisfy the basic psychological needs of consumers. In some cases, we may even accuse the creators of messages of omitting an important aspect of human nature, which is flattened for simple and warm phrases. Daily contact with the customer, even encourages us to build communications as well as the credibility and trust that in the long term strengthens to form a strong bond with the brand. You should draw inspiration by observing developed foreign markets, which for many years has been at least a few steps ahead of us. Particular attention should be paid to the simple form of communication based on the development of emotional needs of clients that brings an excellent effect almost every time.

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Interpersonal communication occurs in each of these forms of communication. Regardless of whether we are talking about a detailed presentation of the business, refined and sophisticated advertising campaigns or hard negotiations, it is always worth taking the human factor into account. Regardless of the communication sphere, remember that the final customer is someone who is the same as you, who in a similar manner shall select the information received. If you want to send them an interesting message, you need to consider whether you would like to receive this kind of information. By creating a message, remember to pay attention to its added value. If it is too aggressive, trivial or infused with elements of regular advertising, it does not fulfill its role, because it will naturally be rejected by the recipient.