Empathy is rarely discussed when people talk about building a successful business. However, empathy is one of the most important components of effective marketing.

Think about it.

• The vendors you feel closest to are those who understand you.
• The vendors you value the most are those who appreciate you.
• The vendors you’re most loyal to are those who take the best care of you.
• And the vendors you tell your friends about are those who eagerly go the extra mile for you.

Why does this happen?

It happens because business is all about people.

More specifically, it’s about how people feel. That’s because our feelings are what drive the decisions we make, and our decisions are what lead to the actions we take. Feelings are what cause people to hire you, buy from you, trust you, recommend you and remain a loyal client or customer.

You truly care. So don’t keep it a secret

Yes, you care about your clients. And they know it.

But what about your prospective clients? Does your marketing reflect the fact that you’re passionately committed to helping them? If you’re not sure, try this.

Take a look at your most recent marketing or the content on your website, through their eyes. Does it leave the prospect in no doubt that you care about the people your business serves? If not, get to work on it.

A lot is said about the importance of out-smarting our competitors, yet little is ever said about out-caring them. Ironically, one of the smartest things we can do, is to make darn sure that our prospects know how much we care.

Why?

Because very few of your competitors, even those who care a great deal, will make it a core part of their marketing. They just take it for granted that prospects will know.

So, give your business a huge competitive advantage. Make it clear that you genuinely care about the people you serve. It will massively improve the way prospects feel about you. And those feelings are what drive their decisions and their actions.