When doing the business of marketing we tend to get wrapped up in features, benefits, open and conversion rates, etc. We lose sight of who we're talking to – people. Real people. People who feel, who hurt, who laugh, who are afraid, who triumph, who fail, who love. People.
It's when you touch your customers hearts that you really get through and make an impact. That's when you make the connection. That's when you're no longer an unwanted intrusion on their day, but rather a welcome friend they invite into their home.
I was reminded of this when I watched this TED Talk video featuring Frank Warren, the postcard secret guy. This is the fellow who receives real paper postcards from all over the world, each containing a secret. He publishes these postcards on his blog and in books.
He hasn't chosen to place advertising on his blog, but if he ever does, he'll make a fortune. Do you know why? Because people come back to his blog time and time again. They come back because those postcards touch their hearts.
And from a content creation point of view, Frank is a genius. All of his content is created by others. He simply scans it and posts it. Nice. So there's another idea for you – in addition to touching hearts, find a way to get your users to create your content for you.
I highly recommend you watch this video. It's only 11 minutes long but it will give you insights on what your customers really want, regardless of what niche you might think you're in. Because no matter what your product or service might be, when it's all boiled down to its essence you'll realize that you are really and truly in the “people” niche.