I talked about something simple but powerful: artificial intelligence is a tool, but relationships win business. This article expands on that message and gives practical, everyday tips you can start using now to make your business stand out in an AI-driven world.
Why human interaction still matters
AI can automate tasks, generate content, and optimize workflows — and it does those things well. But remember this: AI is not the one buying your product or service; a person is. Human buyers value trust, clarity, and personal attention. Those are the things that differentiate small agencies and businesses from competitors that focus only on technology.
“AI is not buying your product or service — it’s another person who is exchanging their money for your service or product.”
Small gestures that build big trust
Interaction doesn’t have to be complicated. In many cases it’s the small things that create loyalty and referrals:
- Offer practical advice outside the core service. For example, tell a client which permit they actually need and which ones they don’t — help them save time and money.
- Set clear expectations about availability. If you don’t answer calls after 5 pm, still reply to texts or emails. A quick message like, “I’m busy right now — can I call you back in 30 minutes?” keeps people feeling respected.
- Use brief follow-ups. If you miss a call, send a text explaining when you’ll call back or that you’ll send an email later with details.
Match communication to your customer’s profile
One of the most useful strategies is to adapt how you interact based on client demographics and preferences. For example:
- Small business owners tend to be around 42 years old on average. Many in this group still prefer phone calls or in-person meetings to build trust.
- Younger customers (early 20s) may prefer video calls, chat, or quick digital touchpoints instead of face-to-face meetings.
Ask a simple question early on: How do you prefer to communicate? Then deliver on that preference.
Use personalized video and content to demonstrate expertise
One of my go-to tactics is to create short, personalized videos for new prospects and clients. These videos might include:
- A quick review of how the company appears online and where opportunities exist
- Clear examples of what we can do and expected outcomes
- Step-by-step recommendations tailored to their business
When someone sees a customized review of their own business, they understand we took time to know their situation. That builds confidence much faster than a generic email or pitch.
Prioritize what matters — help clients focus
Many clients want to “do everything” — social media, video, ads, web redesigns, and more. Part of your value is helping them focus on what will actually move the needle. For instance:
- Analyze competitors and the market: if similar businesses succeed mostly on Instagram, help your client concentrate there rather than spreading thin across every channel.
- Propose a phased plan: pick one or two priorities, deliver measurable results, then expand.
Guiding clients toward a clear, achievable strategy shows that you care about their success, not just selling more services.
Practical communication habits to implement today
- When you miss a call, send a short text: “Sorry I missed you. Can I call in 30 minutes?”
- Respond to emails and messages even if it’s just to set expectations: “I’ll review this and send you a video with details by tomorrow.”
- Record short explainer videos for confusing topics instead of long emails. A two-minute screen recording can be worth ten paragraphs of text.
- Schedule an initial discovery call or video meeting with new clients to learn goals and build rapport.
Conclusion: Combine AI efficiency with human warmth
AI will continue to change how we work, but it won’t replace the trust and guidance that come from real human interaction. Use AI to be more efficient, but double down on personal touches that demonstrate you care about your clients’ success. Whether it’s sending a personalized video, answering a text after hours, or helping a client save money with the right permit, those interactions create lasting relationships and better results.
If you’re an entrepreneur or small business owner, start by picking one communication habit from this article and applying it this week. Small changes compound — and they’ll set you apart in the age of AI.
Salazar Digital Local Marketing
1172 Murphy Ave #208, San Jose, CA 95131
(408) 532-5118
