"Smart internet marketers earn consumers' confidence once they are self-disclosing and able to make fun of themselves," said Randy Siegel.

Not happy with the impersonal quality in their daily lives, Americans are seeking to reconnect and construct stronger relationships. "In all walks of life, we see a trend toward wanting to convert impersonal transactions into individual relations," reports famed futurist Daniel Yankelovich.

Connection, or the feeling of belonging, is one on the top 3 human demands, according to psychologist Abraham Maslow, immediately after physical demands. In our well-fed society, nearly all of our physiological and safety needs are getting met, but for several the need for connection seriously isn't, and smart businesses are responding.

The image of organizations nowadays is getting altered, says futurist Faith Popcorn in her bestselling book Clicking. "Business will be no longer seen as being a war being won by trouncing the competition, but viewed as being a complicated mosaic for being developed, one relationship at a time."

Sharp marketers forge stronger connections with their constituents by building deeper relationships that result in trust, and this trust is built on the four Ps of higher voltage communications.

Personhood: Personhood calls for corporations to be self-aware, self-accepting, and self-disclosing. To be able to be self-aware and accepting, many marketers use a tool referred to as "gap analysis." During a gap analysis, investigation is conducted to figure out if a company's recent reputation matches its desired one: if it doesn't, further exploration is necessary to uncover why. If it is due to consumers' perceptions, entrepreneurs know they need to do a greater job of advertising, and if it is a real problem, they understand changes must be made.

Personhood also calls for staying authentic, and right after the corporate scandals of 2002, staying authentic has by never been so significant.

"In the current environment, it is time for brands to rethink their basic brand foundation and contemplate adding a pillar around trust. They must clarify their company's values and synchronize them with their customers' values," says Ed Keller, CEO of RoperASW, one of the world's most respected market research firms.

Smart internet marketers earn consumers' confidence when they are self-disclosing or willing to make fun of themselves. A superb example is when Jaguar confronted its reputation for mechanical issues and turned its business around by advertising, "We kept what you loved. The rest is history."

By putting a face on a item, issue, or organization, higher voltage marketers use personhood to personalize their goods. But a pretty face is not enough; they are also utilizing storytelling.

"The power in the story is upstaging the sound bite in advertising," writes Melinda Davis in her book The New Culture of Desire: Five Radical New Strategies That will Change Your Business and Your Life. An excellent story is far more individual and credible than a contrived advertising slogan, and we will remember a story long after a catchy tagline has faded from our memory.

Dave Thomas of Wendy's, Scottie Mayfield of Mayfield Dairies, and Chrysler's Lee Ioccoa are great examples of how entrepreneurs have used personhood to promote products. These CEOs are comfortable talking about themselves and are able to connect their stories to customers' wants. Personalizing and storytelling work simply because they help folks form emotional bonds with the company and its goods.

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