Jason Steed
Owner & CEO
Marketing From the Heart: Where My Passions Lie
I’ve admittedly fallen in love with a few heart-based discoveries. And though it’s easy to slide back into business-as-usual semantics, I’m unmistakably drawn to that core element that makes marketing efforts not just seen but felt: human connection. Deep down inside, we all realize that to truly resonate with our audience, we must lead with something more profound, more innate—our hearts. I’ll share my thoughts on heart-based marketing and why we must all lead out with heart, and anchor our strategies in empathy and authenticity.
The Heart of Marketing: Connecting Beyond the Brand
Marketing with heart is not just a strategy; it’s a philosophy. It’s about transcending the conventional transactional approach and fostering a deeper connection with your audience. By leading with heart, marketers embrace the vulnerability and authenticity that come with genuine human interactions. This approach isn’t about leveraging emotions for manipulation but about understanding and respecting the emotional triggers of your audience. It’s a call to be curious, to listen deeply, and to engage with sincerity.
The People and Places that Have My Heart
Without a doubt, our incredible Targa team has my heart. Among our creatives are Heather, my wife, and Vanna, our oldest daughter. It’s my privilege to spend time with both of these amazing people every day. Without a doubt, we work hard to balance work and family life. The whole team works and plays well together. I feel love for each and every member of our team. I’m truly inspired every day.
“Project semantics and timelines often distract us from the core element that makes marketing efforts not just seen but felt: human connection”
Trust and Authenticity: The Non-negotiables
Trust and authenticity are not just valuable; they are essential. As consumers we’re bombarded with endless marketing messages, making it increasingly difficult for brands to break through the noise. How can we be more authentic? Authenticity isn’t just a luxury—it’s the only option. It builds trust, and trust lays the foundation for lasting relationships. By marketing from heart to heart, brands begin to build authenticity, allowing for genuine connections that, in turn, create their own longer-lasting campaigns.
Marketing to Human Beings, Not Just Consumers
At its core, marketing is all about communicating with human beings. It’s easy to get lost in demographics and forget that behind every data point is a person with emotions, aspirations, hopes and fears. Heart-based marketing reminds us to see our audience as people first. This perspective shift allows marketers to craft messages that resonate on a human level, fostering a sense of belonging and understanding. It’s about marketing from one heart to another, where empathy and kindness become powerful tools for engagement.
In Conclusion…
Heart-based marketing feels to me like a shift from the traditional to the transformative. It challenges us as creatives and marketers to be “fierce and kind” (a term that I heard just last week from Brené Brown and her book Dare to Lead.) Brené’s perspective on heart-based leadership creates limitless tools for creating marketing momentum in campaigns, both large and small. This approach goes beyond mere transactions, fostering deep connections that enrich both the brand and its audience.
I seek every day to transcend the transactional, craft messages that can resonate.
I know I’m not the smartest marketer in the room, but I remind myself that my job is to bring authenticity to our projects. In the journey of marketing, let’s not forget the ultimate destination: to connect, to resonate, and to engage from one heart to another.
I’d love to hear your thoughts, so let’s start a conversation or 2. Please reach out to me with your own views on the human aspects of your marketing roles.