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Human Touch

How to get personal in your marketing.

This story appears in the April 1997 issue of Entrepreneur. Subscribe »

Guerrillas are well aware that the highest form of public relations is human relations. They are able to blend warm relationships with sizzling profits.

No matter how good your marketing is, it rarely brings customers back for more if they were disappointed in their first go-round with you. Marketing cannot generate profits if your word-of-mouth marketing works against it. It can only get prospects to buy from you once. The rest is up to you--and up to your sense of humanity in marketing. The more humanity customers experience from your company, the more involved they'll be with you--and they'll prove it with repeat business.

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