The bartender at your favorite coffee shop might greet you by name, remember your last order, and give you a suggestion that is so spot on you might think they can read minds. What if your cheap custom cups brand could make all of your customers feel the same way, whether they are in person or online?

The best part is that you don’t need magic or a gadget that can read minds. You need a way to talk, learn, and listen. It’s really closer than you think.

Brands often yell into the void, hoping that someone hears them. But you can connect with someone if you listen first. Read those reviews all the way through, even the bad ones. Read through Instagram and email replies, not just to respond, but to really understand. It’s not shy for people to say what they want, even if it’s said with more sass than concern. A gold mine.

Data is your best friend. Not the cold mound of spreadsheet data that everyone dreads, but the patterns that customers leave behind that are alive and well. If someone always buys hiking boots in March, it’s not a chance; it’s a habit calling your attention. It lets you send messages that are so important that people will wonder if you’ve been bugging their shoes.

Automation isn’t the bad guy here. When you send the right word to the right person at the right time, even on a Tuesday at 2 a.m., they feel like you see them. You’re not just sending a sale; you’re giving them a push right when they need it. Don’t send them a “Come back!” text if they look at rain jackets for a while but then leave. “Summer storms are coming—are you ready for an adventure?” What you said is in their language.

But there’s a thin line. You’re too talkative and needy. If it’s too little, you’ll be forgotten. Like a good party, hang around long enough to show you care, but let people dance on their own. Get that mix right.

Don’t get bogged down in words. Everyone’s eyes start to glaze over when they hear the word “omnichannel.” Say something like, “We see you on your phone, your laptop, and even in the store.” People agree—now you’re getting it.

Try it out. The Friday subject line that didn’t work? Put a funny or mysterious spin on it next week. Give them gifts like jokes, secret messages, or special treats on their birthday. After all, who couldn’t use a laugh between trips to the store?

Some companies are afraid to get too personal. “Won’t that go too far?” When was the last time Spotify made a set for you? Cool or creepy? Customers will usually smile if you treat them like people and not like paychecks.

Chat less about deals and more about important times. It’s true that holidays, pet birthdays, and toast disasters can happen. Show that humanity in the way your business talks. A GIF is enough to break down walls.

Everyone wants to feel like they were picked, not like they were being attacked. In this case, your business will “get” them, and they will look forward to hearing from you. And that means your word doesn’t just get through. It stays put.