Regardless of the shiny new thing you deliver your message with, from pamphlets in the 1700s to Instagram today, it can crash  if you forget human nature is always at the other end.

You don’t need me to explain human nature, but allow me a moment to carve off the pieces of our humanness that relate to my point.

Don’t make me work. We aren’t lazy, but what you’re saying isn’t nearly as important to us as it is to you. This means when moving through your website or reading your email or whatever starts to feel like work, you lose most of us. That’s just human nature.

And exactly who are you, again? And exactly why should I believe you? Make sure you include your story with your sales message because who you are is as important as what you promise. And who you are helps us judge whether you’ll keep your promises.

What is your why? We like to be part of something bigger than ourselves. We like to be part of things that are right and true — that stand for values we care about. Connect us with why you do what you do.

So THAT’S what is at the other end of how you deliver your message. Yes, it’s good to understand how pamphlets work, or how newspaper or magazine or radio or TV ads work, or how direct mail works, or how email, search marketing, and social media work.

Better, though, if you understand human nature too. Because regardless of the shiny new thing you deliver your message with, human nature is always at the other end.