Drop the BS Marketing: 6 Steps to Humanize Your Lead Gen

In a world packed with automated ads, AI-generated content, and endless campaigns, marketing can start to feel… robotic.

Or, let’s be real — like BS.

Is it okay if I quote myself? It’s bad form, I know, but I’m going to do it anyway. I once said in a video, “There's a few things people are expert at. Detecting BS is one of them.”

Take a look.

And I meant it. In fact, that might be an understatement.

So what’s the opposite of the fake, overdone marketing we see everywhere? It’s simple: real people connecting with real people. At its heart, that’s what marketing is all about. We’re wired to trust actual humans — not bots, not ads. People trust people. And they’ll take a recommendation from a friend over a flashy ad every time.

At Snoball, I see this firsthand. When brands add a human touch to their marketing, the results speak for themselves. We call it Happy Customer Marketing. It’s all about real connections, and here’s how we do it.

Key Takeaways

• The Human Face, Voice, and Touch
• Top-Down vs. Bottom-Up
• 7 Steps to Humanize Your Marketing
• The Bottom Line

The Power of the Human Face, Voice, and Touch

There’s nothing that grabs our attention like a face. Faces are expressive, relatable, and instantly recognizable. We’re naturally drawn to them.

And the human voice? It’s personal, comforting, familiar. Voices have a way of getting through to us that words on a screen just can’t. Especially when they’re telling a real story.

Then there’s the human touch. Personal details — honest reviews, video testimonials, a direct referral — are what people remember. They’re what make Happy Customer Marketing work. Real faces, voices, and stories leave an impression that no amount of AI can replace.

Top-Down vs. Bottom-Up: Why People-Driven Marketing Wins

Most traditional marketing is top-down. Brands throw money into big campaigns, hoping to reach as many people as possible. But these efforts can be one-sided. They often lack warmth, authenticity, and real connection.

Bottom-up marketing, like Happy Customer Marketing, flips this on its head. It starts with people. When your customers are happy, they naturally share. And people listen. This is the core of word of mouth marketing. When brands trust the voices of real customers, they see real results — and without blowing the budget on ads.

At Snoball, we see this every day. Our focus is on real reviews, reputation-building, and referrals. This creates a ripple effect.

Or dare I say — a Snoball Effect. 

The 7 Steps to Humanize Your Marketing

Humanizing your marketing isn’t a trend. It’s essential. Here’s how Snoball helps brands bring back the human side of their marketing:

1. Nurture Conversations Over Time

Real connections take time. Relationships need to be built. And so do referrals. At Snoball, we’ve set up a system that keeps the conversation going. Unlike other referral programs that ask once and stop, we keep engaging with customers.

Over half of our clients’ referrals come in after the first ask. Happy customers don’t just happen overnight — they’re built over time.

2. Build Repeat Business Through Real Relationships

Happy customers don’t just send referrals. They come back, too. Snoball’s approach keeps businesses in touch with customers after the sale.

We don’t push products. We simply stay in touch, so when customers need something else, they think of us. And when they’re ready, they bring others with them.

3. Leverage Reviews from Real Customers

Reviews are the new word of mouth. At Snoball, we make it easy for clients to gather reviews on Google and BestCompany.com. But we don’t stop there. We turn these reviews into something even better: video testimonials.

4. Put a Face to the Story with Video Testimonials

Video testimonials are like reviews on another level. They’re real, they’re engaging, and they show a customer’s story in their own words. We naturally respond to faces, and seeing a customer share their experience leaves a lasting impact.

A five-star rating is nice, but seeing someone’s face while they tell their story? That’s unforgettable.

5. Turn Customer Stories into Marketing Assets

Those great testimonials? Don’t let them sit around in a folder. They’re marketing gold. Snoball’s platform lets brands take these reviews, turn them into content, and share them everywhere — social media, email, websites.

When potential customers see real stories, they connect not just with your product, but with the people who’ve experienced it.

Pro Tip:

Use tools like Snoball or Canva to turn your reviews into pieces of content. For example, share a picture with a quote on Instagram or include your review score in your email signature.

6. Facilitate Person-to-Person Lead Gen

The best kind of marketing? One person telling another. It’s personal, authentic, and it’s the best kind of endorsement. Snoball’s referral platform makes these referrals easy and natural. We don’t replace relationships; we amplify them.

When customers feel confident enough to recommend you, it’s more than a referral. It’s a personal connection. And in a world filled with automation, people are craving those real, human connections more than ever.

I know it sounds like I’m writing all this just to plug Snoball. It’s not. I actually joined Snoball over 2 years ago because I actually believe in this type of people-centric marketing. First, because in an increasingly fake works, humanized marketing is going to be craved like oxygen. Secondly, because…

The Bottom Line: People Buy from Other People

People don’t want to buy from brands. They want to buy from other people. Authenticity, real connections, and genuine voices are what people respond to most. At Snoball, we’re all about amplifying those voices and turning happy customers into loyal advocates.

If you want growth that’s real and meaningful, embrace Happy Customer Marketing. Build a referral program that keeps relationships strong, gathers genuine reviews, and lets your customers’ stories do the talking. In a world of automation, humanizing your marketing isn’t just nice — it drives real results.

Is it a magic bullet? No, they still have to offer awesome service and support to their customers. But, does it help take those happy customers and give them a megaphone? 

Absolutely.

No BS required.