It’s ironic how often marketers create content they wouldn’t engage with themselves. We spend time crafting emails, social posts, and campaigns, only to step back and realize—would we actually pay attention to this if it landed in our inbox? Too often, we get caught up in marketing best practices and automation, losing sight of what truly resonates with people.
Personalization Isn’t Just a Name in an Email
Personalization is a great concept, but it’s often misunderstood. Many believe it means plugging a first name into an email or segmenting lists by industry. While those tactics have value, they don’t necessarily make content feel personal. A message still filled with generic marketing language won’t suddenly become engaging just because it includes a recipient’s name. True personalization isn’t just about data—it’s about connection.
Audiences Value Human Interaction Over Automation
Audiences, no matter who they are, never stop caring about human interaction. The best marketing doesn’t feel like marketing; it feels like a conversation. It acknowledges real challenges, speaks in a natural tone, and focuses on what’s relevant to the person reading it. The moment we prioritize efficiency over empathy, we risk losing the attention we worked so hard to earn.
Technology Should Support, Not Replace, Authenticity
New tools make content creation faster than ever. AI can write emails in seconds, video tools streamline production, and automation platforms optimize distribution. But in the race to scale, it’s easy to forget that content isn’t just about what we want—it’s about what our audience needs. A hyper-personalized email that lacks a human touch won’t perform any better than a generic one.
The Real Test: Would You Engage With It?
Before hitting send on that next campaign, ask yourself: Would I engage with this if I weren’t the one creating it? Does it feel real, relevant, and human? If not, take a step back. The best marketing doesn’t just speak to an audience—it speaks like a person.
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