The human touch in communication

In a world full of recipes and guides of all kinds, we genuinely believe we need to get back to the roots. Being human it’s not a cool mantra in terms of branding, it’s the only way to live authentically. People who are true to themselves will drive positive impact into the world.


Some like to think that polishing a fake yet impressive image about ourselves will make us successful, whatever that means for each of us. I strongly believe that the truth is at the opposite side of the spectrum.

Showing vulnerability and being in sync with your values and beliefs makes room for you to flourish.


I’ve been working in the communication field for 8 years now, so I’m quite familiar with the pressure of finding a blue ocean. To discover a new playground to explore. To be different, to come with something new, to innovate.

I noticed so many times that along the way we often forget about the basic rule of communication: how to craft messages that highlight our personality. This authenticity is often taken for granted, therefore we prefer to copycat big players out there. It’s far easier to follow recipes and mark checkboxes than diving into your core and make peace with who you really are.

The first method is a shortcut, something that social media heavily relies on today and we’re kind of trapped there. The second approach though requires process, iteration, rephrasing, dealing with uncertainties. In just a word: discomfort.


In this article I want to give you a few clues about how the human touch in communication impacts your success. It’s not a marketing tactic nor a growth hacking strategy, it’s a first‐hand advice from my experience so far. My aim is to bring it to the surface and encourage more people to embrace this path since it’s the only one who makes you memorable.

Manifesting human touch creates stronger and healthier bonds

Currently, I’m running Skype calls with the customers who bought the themes listed on our shop. Even though I only had little over 10 sessions so far, every person I talked with told me about the importance of informal, friendly, and approachable communication.

From the e‐mails we send them to how we write messages on social media, from how we respond to their tickets to how we communicate updates or the release of customization tools, everything releaves a valuable feeling of trust.

People like Joanne keep our wheels spinning

Each of this communication actions endorse the fact that they are in goodcompany, they are in a place where the people behind the screens care. On top of that, we are transparent because we mean it and we identify with this attitude, not because it became a hit nowadays.

Tip: As long as you express the human touch with good intentions and you deeply care about building healthy relationships with your customers, visitors or your tribe in general, results will pop‐up. This does not mean that all of them will be the ones you expected for, but they will picture an image about the reality you are part of. A simple way of doing it is by using your language.

Want to learn more? I wrote a piece about why you should write the way you talk. Give it a go!


Expressing the human touch gives a sense of belonging

The way you communicate can act like a catalyst. By being warm, accessible, true‐to‐yourself, you increase the chances to attract similar people. It’s not news anymore that we are keen to stay around folks who share similar values and understanding of the world.

This happens because it gives people a strong feeling of belonging, far more than being invited into a private Facebook group, Slack channel or anything else. For instance, we invest time and energy in maintaining a cordial liaison with our customers by sending handwritten letters and other cool goodies. We do that not because it’s a marketing request, but mostly because we highly appreciate our relationship and we want to show them we’re grateful this way too.

Always happy to send a new batch of handwritten letters

And yes, we want to make sure that we show them they’re not an order’s number in an e‐commerce report. We genuinely give a damn about their struggles, we take into consideration their insights, and we believe that they’re the best mirror of how good we are.

Tip: The sense of belonging give people drive, keep them together and act like a force. By creating this feeling you build an authentic tribe, interested in what you are doing and supporting your activities without expecting something in return. How you translate this human touch can help you nurture powerful connections, but the first step is to manifest vulnerability, to show that you are open‐minded, ready to leave your biases behind and developing a relationship with all the ups‐and‐down they imply.

Want to learn more? I put together a few thoughts about what it takes to grow an audience. It’s a good reference to start with.


The way you express human touch reveals your vision about the world

There’s plenty of room for everyone out there. It’s no doubt about that. However, at Pixelgrade, we’ve always been huge believers in the impact we want to have. Our aim both as a business, but also as individuals, exceeds making money. With everything we do we try to create a meaningful legacy and leave something worthwhile behind.

One particular action we take in this sense is to communicate in‐depth information about both our business and team. We publish a Transparency Report twice a year and share details regarding how money we make, how we spend them, if we brought new people on board and so on.

Fooling around from time to time

The simple way of publishing this analysis say something about our vision of the world. We do it naturally, on our terms, in our way, mostly because we want to give back.

Tip: How you communicate indicates the values you stand for and the why behind your actions. Having a human touch doesn’t necessarly mean you are a loveable unicorn and everybody out there brags about you. This is not the purpose of embracing such an approach. In fact, it needs to be deeply rooted in your inner‐why, otherwise is just a PR shortcut that will not last much.

Want to learn more? I encourage you to skim through our latest Transparency Report and check out how we package such messages in a way that’s aligned with who we are.


How to translate the human touch within your communication efforts?

  • Be vulnerable — share true facts about yourself, downsides as well, not just wins and other glamourous moments.
  • Talk and write in a friendly way —  we share similar struggles and are more alike than different, so don’t be afraid to accept this.
  • Be your own voice —  showcase your personality as it is from top to toe; express gracefulness, emotion, and innocence if this is what defines you.
  • Show that you care — this is the essence of highlighting the human touch; help people see that you give a damn beyond fulfilling your interests.
  • Be opinionated — don’t be afraid to put yourself out there and share strong arguments about the things you believe in.

👋 Conclusion

We did not choose to manifest the human touch because it sounded like a good marketing strategy. We did not make a SWOT diagram to see how it will serve us. We just embraced who we are and translated everything we’ve done in alignment with our essence.

It brought us here aka in a place where we have strong liaisons with the people who spend their money on our WordPress themes and treat this dynamic as a partnership. It takes two to tango, right?


Eager to pay more attention on how you express your ideas? Check out these further gems:

Oana Filip

Oana Filip is a digital storyteller @Pixelgrade and community builder for creative industries. A true believer in the power of making the world a better place.