Why Great Marketing Doesn't Feel Like Marketing

I use YouTube everyday for streaming music (sorry, Spotify friends!). You know what I never do? Get excited when I hear an ad before a song. I tolerate it until I can skip.

In the same tune, have you ever scrolled through Facebook and felt like ads were shouting, “Give us your money”? Yeah, me too.

Here’s the thing: marketing today needs to be less about big shiny ads and more about real conversations and connection. Nobody logs on hoping to see ads. People go online to connect, be entertained or educated, and feel something real.

So, why do so many brands still rely on polished, robotic messaging that feels about as human as a vending machine? Let's dig in.

Marketing ≠ Ads. It’s Connection.

The best marketing doesn’t feel like marketing at all—it feels like a conversation with a friend. Think about the posts that stick with you. They’re not perfect ads with flawless production. They’re raw moments, relatable stories, or even an unexpected laugh.

They feel like they’re talking directly with you, not at you or to the masses. Yet too many companies cling to a rigid, polished image that makes them unrelatable.

The trend rings true outside of traditional marketing, too. Imagine this: You’re at a party, and someone walks up to you in their designer-looking suit, speaking in corporate jargon and only talking about themselves. Would you feel a connection? Probably not. Now picture someone walking up, sharing a funny story about their day, and asking about yours. That’s the person you’ll remember.

On the flip side, have you ever looked at why the best SuperBowl commercials are deemed the best? It's because they connect. They're creative and spark emotion.

How to Build That Connection.

AI Isn’t the Enemy—Bad Content Is. AI is shaking up how we create content, and that’s great… until it isn’t. Yesterday, I saw someone baffled by how stale LinkedIn comments have become. Turns out, a lot of those comments they’re referencing were generated by AI bots. The result? More content, but less connection.

AI is a tool, not a replacement for creativity. It can help with ideas or streamline tasks, but if we let it churn out generic, soulless posts, we’re missing the point. Use AI to enhance your voice, not replace it.

Take a Stand. No One Remembers the Fence-Sitter. Ever hear that saying, “If you stand for nothing, you’ll fall for anything”? That applies to content, too.

Many brands are so afraid of backlash that they avoid taking any stance. But here’s the kicker: when you try to please everyone, you connect with no one.

Being creative isn’t about being loud—it’s about being bold enough to say something real (and relatable). It’s okay to ruffle a few feathers if it means sparking a genuine conversation with your audience.

Marketing is like a memorable conversation. If you try to impress everyone with a one-size-fits-all approach, you’ll be forgettable. But if you’re real, relatable, and willing to show some personality, you’ll stand out.

What else can you do? Remember, change starts today!

Identify one thing you can do to build more connection and relatability in your marketing. You'll thank me later!

P.S. What’s one piece of marketing that made you stop scrolling and actually connect? Share it—I’d love to hear what caught your eye!