Enough with ‘human-to-human’ marketing

Just when you thought business jargon couldn’t get any worse, corporate communicators come face-to-face with H2H.

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Human-to-human marketing.

As this PR Daily article recently noted, some marketers say this phrase came about because companies are spending too much time talking to consumers online rather than providing true face-to-face customer service. The idea is supposed to inspire us to get back to the basics—of talking, of listening, of telling real “human” stories.

Oh, please.

Here are five reasons this new phrase is a nightmare for you and your business:

1. When you say “human-to-human communication,” I instantly assume the other option would be talking to an alien. “Klaatu barada nikto.”

2. If you’re tweeting or posting on behalf of your business and you use the phrase, “human-to-human communication,” you don’t sound at all human. Why? Because humans call it talking.

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