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The reply from a “fan” to a recent email newsletter read:
Jeff,
Your newsletter is the best I have ever seen. You captured the attention of every behavior style. I really would like to have a confidential conversation with you as soon as you have some time. If you could schedule it this week I would really make every effort to accommodate your availability.
Warmly,
These are the types of emails we all like to receive as a result of our marketing efforts. We want people who freely express gratitude, find value with what we offer, and want our help.
“Today marketers must cut through the clutter of mundane messages and give audiences a reason to respond and come along for the journey.”
Following are my thoughts on what I believe is essential to connect with your audience.
Good marketing is like a conversation.
Conversations are full of stops and starts, incomplete thoughts, ideas, and circumstances. Today marketers must cut through the clutter of mundane messages and give audiences a reason to respond and come along for the journey.
Today’s marketing conversations
Gone are the days when marketing conversations happened in neat, linear exchanges. Today’s marketing conversations unfold simultaneously across multiple channels, creating an intricate web of interactions that brands must carefully orchestrate.
“Today’s marketing conversations unfold simultaneously across multiple channels, creating an intricate web of interactions that brands must carefully orchestrate.”
Your customer might begin their journey by discovering your brand through a TikTok or YouTube video, then check your LinkedIn profile, read Google reviews, visit your website, and finally reach out via WhatsApp—all within minutes. Each touchpoint is a fragment of the same conversation, and customers expect coherence and continuity throughout.
This multi-channel reality requires a fundamental shift in how we approach marketing conversations. Rather than creating channel-specific strategies in silos, successful brands now build integrated conversation ecosystems where messages reinforce each other across platforms while respecting the unique communication norms of each channel.
The challenge — and opportunity
The challenge—and opportunity—lies in maintaining a consistent brand voice while adapting to the context of each platform. Your LinkedIn conversation should feel professional yet approachable, while your Instagram dialogue might emphasize visual storytelling and community engagement. Despite these differences, customers should recognize your distinct conversational style everywhere they encounter your brand.
“The challenge—and opportunity—lies in maintaining a consistent brand voice while adapting to the context of each platform.”
It’s not easy
Data synchronization has become essential in this environment. When a customer shares information or preferences on one channel, that insight should inform conversations on all other channels. This connected approach prevents the frustrating experience of having to “start over” when moving between touchpoints, creating instead what feels like one continuous, evolving conversation.
Channel pivoting – connecting
The most sophisticated brands have mastered the art of channel pivoting—gracefully moving conversations to the most appropriate channel at the right moment. They might initiate awareness through social media, deepen engagement via email through permission marketing, provide detailed information and validation on their website, and close the loop with personalized service through messaging, calls, and marketing automation.
Remember that your customers don’t think in terms of channels—they simply want to connect with your brand in the most convenient way for their current situation. By designing your marketing to flow naturally across these interconnected touchpoints, you create a conversation that meets customers where they are while guiding them toward meaningful engagement.
Key Takeaways
My key takeaways on multi-channel marketing conversations in 2025:
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