We’re surrounded by efficiency – we have AI chatbots that never sleep, automated email sequences that trigger with surgical precision, and algorithms that predict consumer behaviour before the consumer even knows what they want. But how much do your followers and customers know about the people behind your brand?
At And Marketing, we are noticing a growing counter-trend: the more automated the world becomes, the more your customers crave personality. It’s more important than ever to show who you are to stand out.
Why do people buy from you?
I was speaking recently to a client who was interested in adding an AI chatbot to her website. While this absolutely does have its place with some kinds of businesses and customers (think FMCG), I felt this would be damaging for her service-based business where people buy into her personally – her experience, personality, warmth and knowledge.
The old adage of “people buy from people” is still true – and with small businesses especially, YOU are often the unique selling proposition.
Why visibility reduces buyer friction
From a psychological perspective, “getting personal” is about reducing the perceived risk of a purchase. In B2B marketing, the safe choice is often the one where the face of the expert is visible. When you share a photo of your team at an event or a work in progress shot of a branding project, you are providing proof of life and developing trust indicators.
You are showing that behind the URL, there are real people with a reputation to uphold. This builds a familiarity principle, where people develop a preference for things merely because they are familiar with them.
Adding a personal approach
Unless you have an incredibly dedicated following, I’m not sure people want to know what you’ve had for breakfast, but here are some ideas to get you started on adding a personal touch to your marketing:
- The why and the how
Instead of just posting a finished graphic design project, show the sketches or the mood boards. This highlights the human intellect involved in the process, something AI cannot yet narrate with genuine intent. - Employee takeovers
If you have a team, let them show their workspace or discuss a specific problem they solved that week. It shifts the brand from a faceless entity to a collective of experts. - High-touch client care
In an era of automated thank you emails, a handwritten note or a personal video message carries immense weight. It shows that the client’s business is worth your physical time. - Event presence
Sharing photos or video from industry events or local networking shows that you are active, engaged, and part of a wider professional ecosystem.
The goal of getting personal isn’t to be a celebrity; it’s to be a partner. By stripping away some of the corporate polish and showing the people, processes, and passion behind your brand, you create a connection that a bot can’t break.
“What I’ve valued most is how Michelle and Beckie show up: honest, pragmatic, and straight-talking, but also genuinely great at listening and understanding what I’m trying to build. In a short space of time they’ve helped improve both the business and my confidence as a founder. They came highly recommended and I wouldn’t hesitate to recommend them!”
+ Chris, Hustle Mate
