How to Infuse a Human Touch in Your Business

By Kimberly Crossland, Copywriter, Storyteller, Content Strategist

I’ve never been great at being cold. I shiver. I tense up my shoulders. And, I dress in more layers than are necessary.

For years, during winter, I shivered under the sheets, curled up with a millet-infused bag fresh out of the microwave, and pretended I was riding a bike underneath the sheets to warm up the area where my feet went. Then, a friend told me that wearing socks can improve your sleep. I resisted until recently when I couldn’t fall asleep because my toes felt frosty under three blankets. I grabbed my aloe socks, threw them over my feet, and crawled back under the warm covers. Within minutes, I was asleep. 

What does this have to do with growing your business? A lot, actually.

So often, when business owners want to stand out in a crowded networking room and build an audience by sharing fresh new ideas, they hesitate because life feels too routine, ordinary, or plain. Have you felt the same way? You want to be interesting, but instead, you feel like you’re just sharing the same old, same old without anything changing.

The truth is, to stand out in your audience’s mind and form deeper relationships, you have to let your human side show just as I did above, sharing about a simple, everyday experience. 

Here’s how to do the same for your business:

Start by writing down your stories.

Start a story stockpile to document the small things that happen daily. I taught about how to do this effectively in a recent Prosper Network Lunch and Learn. This story stockpile can be filled with things such as your morning or nightly routine (like I shared). 

You can also start a story stockpile with the bigger moments in your life, like challenges you’ve faced, challenges you’ve taken on, or lifestyle choices.

Your story stockpile can have the surprises and delights that have made you smile, the moments that have made you cry happy tears, or the times you’ve danced in the kitchen.

Start stockpiling those little moments and infusing them into your ongoing growth efforts to build human relationships with your audience.

Choose your brand’s core pillars.

Next, look at the story of your brand. What are your core pillars? I don’t mean the product or services you sell. I mean the core transformations you promise when someone buys from you and the topics you’re known for. 

Think about your offers' emotional and logical side so you are clear on the transformation you’re selling.

Pair your stories with offers.

When creating content for your business, combine a story from your stockpile with a takeaway your audience wants to achieve when signing up for your list to help your offers stick in your audience’s mind.

Pairing these life moments with the life transformations you offer allows you to do three things almost effortlessly: show up more vulnerable, take the boredom out of your writing, and sell with more excitement because you feel like a human again every time you make an offer.
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Kimberly Crossland is a copywriter, content creator, and bestselling author who helps freedom-focused entrepreneurs use their voice to build a business. Her work aims to help others get excited about life again through the power of strategic, thoughtful copy and content. In her free time, you can find her on the road in her RV or the trails, looking for a new adventure with her two boys.

Learn more on her website, in her newsletter, or Instagram.