Ashlan Glazier-Anderson meeting with clients at a café

Human Connection Matters More Than Ever

By Ashlan Glazier-Anderson, founder and CEO of AshbeanPDX Marketing

I’ve spent over 20 years studying and working in marketing, and I’ve seen businesses invest in new websites, post constantly on social media, chase the latest AI trends and still struggle to attract the people they want to reach.

People have more choices than ever before. Search Amazon for almost any product, and you’ll find hundreds, perhaps even thousands of options. Search Google for a service provider, such as a hairstylist, plumber or consultant, and you’ll likely have plenty of choices there, too.

When options increase, human connection becomes the differentiator. Price and quality certainly matter. But we also gravitate toward businesses, organizations and people that seem to understand us.

I developed the CONNECT Framework, a seven-part approach to creating more meaningful and profitable connections with your audience.

C. Clarify who you’re really talking to. Effective communication starts with knowing who you want to reach. When you try to speak and appeal to everyone, it becomes harder for anyone to recognize that your message is meant for them.

O. Observe before you speak. Listen to the questions people ask, the frustrations they share and the words they use. Your audience is constantly leaving you clues about what matters to them.

N. Name the real problem. What someone initially says they need isn’t always the whole story. “I need more clients” might really mean, “I’m overwhelmed and don’t know where to start.” Curiosity helps us uncover what someone truly needs.

N. Normalize the experience. Perfect, polished marketing can sometimes create distance. Sharing lessons, challenges, pivots and real experiences gives people an opportunity to say, “I’ve felt that way, too.”

E. Engage like a human. Effective marketing moves beyond just broadcasting your message everywhere. Ask questions, respond to comments, tell stories and have real conversations. With the advent of AI and automation, we need to remember that there are real people, real humans, on the other end that want to hear from you.

C. Consistency builds trust. You don’t need to constantly invent something new for your audience. Repeating your core message in different ways helps people recognize, remember and eventually trust you.

T. Test and learn. People change, platforms change; what resonates now might not land in a few weeks, months or years. Pay attention to how people respond and remain curious enough to adapt.

If these concepts resonated with you, I’d like to invite you to learn more in the book, “The Power of Connection.” My CONNECT Framework is featured in the fourth chapter, Connecting With Your Audience: The 7-Step Framework for Meaningful & Profitable Communication. Grab your copy today.

If you’d like more practical ideas to help strengthen your marketing, clarify your message and build better relationships with the people you want to reach, I’d love to stay connected with you on LinkedIn. Visit AshbeanPDX.com to explore marketing resources, learn more about how we support small businesses and find additional tools you can put to work in your organization. Follow us on Facebook, Instagram, Pinterest, Threads, X and YouTube.