Let’s ignore B2B or B2C: it’s time for B2H

On the other hand, this pains me greatly to say: that typo in your final advertising and marketing campaign may have made your audience further engaged.

This is because in a world where you don’t always know what exactly AI is and what it is – and believe that in most cases it is in rapid decline – just a small mistake implies that a real human being wrote it (see what I did there?).

“We were taught to consider B2B or B2C,” says the current advertising and marketing approach, “on the other hand I’m really fascinated by B2H: there’s a human being on the other side.”

Meet the Kidnapping

Bryetta Calloway

Popularity Request: Calloway isn’t anti-AI at all: his company simply produced IDA’s MVP, an AI tool that helps people tell their stories within strategies that may have been built without them in the ideas. “AI is a really good tool to scale up your method,” he says. “Don’t trade it.”

Lesson 1: Emotion + Right Judgment = Involvement.

“I always say emotional resonance first,” Calloway tells me. “In fact, for many who are developing a four-sentence story, they start with emotion.”

To find this connection point, ask yourself, “What did you feel? What did you accomplish? What did you focus on?” And don’t underestimate humor: “If you can make your audience laugh, you’ve already gotten past the thinking part of, ‘I don’t believe it.'”

Now you have to support that emotion with something logical, he says. “This is a data phase, a testing phase. It’s something that solidifies the emotion so that thoughts can grasp it.”

“We like emotional resonance, on the other hand I would like something tangible so that my belief can also be consolidated,” explains Calloway. And only when you have provided an emotional connection and the test data or issues have you earned the right to a product clarification.

The emotion + sense equation, not uncommon, works on any channel, says Calloway: “For those who combine emotion and not uncommon sense in any form of format, you will have exponentially greater engagement with your content.”

So, once again to that 4 sentence story: 1. Emotional resonance. 2. Data or test phase. 3. Product clarification. 4. CTA. Expansion.

Lesson 2: Observe the 85/15 rule.

Okay, so there’s a little a little warning to the main lesson.

Emotion + not unusual sense should always be your narrative guardrails, on the other hand the ratio might vary from platform to platform. And this is where Calloway’s 85/15 rule comes into play.

“85% of what you do should be shaped and refined, controlling the containers of your strategic promotion, advertising and marketing plan,” he says. “And if you are a promotion, advertising and marketing leader, you should give your team of employees 15% of that artwork to play with.” (Hint: Everyone forwards this to their bosses.)

The goal is “to be just a little bit faster, just a little bit messier in all the output, just a little bit more essential once again,” Calloway says. “Much less, ‘Did this particular person approve?’” A little more fun, more experimentation.

That gameplay flexibility gives you a method to test and find, and then – this segment is important – to adapt what you learn to your next advertising and marketing campaign.

“The lessons cannot come after we have simply mass-produced the same model-based product we have been making for two years without equal. Let someone experiment in a safe place.

The best part of all this? “It brings back the joy of selling to marketers,” Calloway says. The explanation most other people get in promotion, advertising, and marketing is that “we need to tell great stories about great products to other people.”

Lesson 3: Attention, the anomaly takes effect.

“If something is ambiguous, my mind will fill in the gaps in response to what I know, right kind?” Calloway says.

And for many who don’t know that much, suddenly your thoughts transform into those of a fiction writer.

For those who describe “an AI-based solution,” say, the public will fill in the gaps in response to the question of whether they think AI is a great technology, a device of evil, or somewhere in between.

And that’s why storytelling is so important. Considering the other stories you share, “the context and additional nuance you offer others, so they are able to fill in the gaps with additional appropriate knowledge,” not something they noticed online or were informed about in that one e-book 10 years ago.

“For many who work with a product that doesn’t seem familiar to them,” Calloway says, “Take a look at developing a story that serves to fill in the gaps about who you might be, the price you ship, and how that relates to the people who may be in the shared area with you.”

And “that’s actually the beauty of storytelling,” he says. “If I’m telling stories about who I am as a person, I unexpectedly need to participate in them with you.”

Your Monday Change: Cross tells some great stories. In the simplest way you need 4 sentences.

Persistent questions

This week’s question

I think nostalgia is something exaggerated. I’d really like to understand: What’s the best way for manufacturers to engage with the communities or customers they want to connect with? —Shareese Bembury-Coakley, vice president of construction and corporate partnerships, CultureCon

This week’s answer

Calloway: I agree, nostalgia has become the simple button to connect. On the other hand the exact group is built forwards, not backwards. The best path for producers is participatory storytelling: inviting people to co-create the narrative rather than simply consume it. There is no need to remind communities who they were; they need to be seen in who they are becoming.

This requires marketers to move from campaigns to contexts, spaces where shared pastime, experienced enjoyment, and emerging identity meet. Whether through localized storytelling, transparency behind construction, or platforming distinctive individual voices, producers can move from “remember when” to “consider with us.”

Connection these days isn’t about familiarity; it’s about alignment. The question is not, “How can we tap into what people prefer?” on the other “How can we stand by what they will grow in the future?” That’s where faith, loyalty and belonging to fashion live.

Next week’s lingering question

Calloway asks: As marketers, we talk incessantly about authenticity and alignment, on the other hand these words can quickly become buzzwords. How can you make sure your team of workers stay connected to the right people and not just the power of connection?

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