The human side of marketing: how I'm learning to communicate authentically
- Claudia Caroleo
- Jan 21
- 2 min read
Lately, I’ve been wondering about what it means to market authentically. We’re surrounded by perfect messaging, flawless campaigns, and well-crafted content, but I’ve come to realize that what truly connects is the ability to show the human, imperfect, and genuine side of what we do.
My journey towards more authentic marketing
It's not always easy. Every day I try to find the right balance between being authentic and communicating strategically. In the last few months, I've started using generative AI tools, like ChatGPT, to support my creative process. These tools help me organize my thoughts and create a foundation to build on, but they don't replace my voice. In fact, they help me clarify it.
An example? I recently worked on a campaign to promote a startup consulting project. I wanted the message to be clear, but also personal. I asked ChatGPT to suggest some ideas, and what came out of it was a spark that allowed me to rethink my approach. I didn’t copy the suggested words, but I took inspiration to build a message that was authentically mine.
The difficulties of being authentic
Being authentic in marketing is not easy. I sometimes ask myself: “Am I telling my story effectively? Will I be able to create a real connection with my readers?” It is an ongoing challenge, especially because I want my message to resonate not only with startups, but also with women entrepreneurs who, like me, face doubts, uncertainties and a thousand other responsibilities every day.
One of the most significant moments was working with a client who told me: “I don’t know how to make people understand how much I care about what I do.” I suggested that she tell me her “why”, her deep motivation. And in that moment I understood that I had to do the same thing for my work. Share the human side, the fears, but also the passion behind what I do.
Human marketing is not a strategy: it's a commitment
What I am learning is that human marketing is not a tactic or a technique, but a daily commitment. It means writing as I speak, sharing real experiences and, above all, having the courage to show myself for who I am, even when the message is not perfect.
Tools like ChatGPT support me, but in the end the strongest message is the one that comes from the heart. I believe that people are tired of superficial content and are looking for something more real and human.
An invitation to reflect
If you’re also looking to make your marketing more authentic, I want to tell you that it’s a journey, not a destination. Every day we can improve, learn, and create deeper connections. And there’s nothing wrong with asking for help, whether it’s from a colleague, a customer, or an AI.
How are you making your marketing more human? Tell me about your experience: I'm curious to know how you're facing this challenge.
Thanks to Liz Willits for the inspiration
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