How interested are you, regarding the challenges facing your prospective clients or customers? That may seem like an odd question, but your answer surprisingly important.
Because the most effective marketing, and strongest business relationships, are all built on a foundation of empathy: The ability to understand (and share in) the feelings of another person.
Think about it for a moment.
- The vendors you are most loyal to, are those you feel have a connection with you.
- The vendors you tell your friends about, are those who go the extra mile for you.
- The vendors you feel the closest connection to, are those who understand your needs.
- And the vendors you appreciate the most, are those who genuinely appreciate you.
Conversely, the vendors you have no interest in are those who clearly don’t give a rat’s ass about you.
Despite this, most marketing lacks even the most basic empathy. It’s cold. Cold and focused on what the vendor wants. So we see a series of sales pitches, special offers and marketing gimmicks. It’s stripped of empathy, yet that human connection is the most valuable part.
Here’s the thing… business is all about people. And marketing is about how those people feel.
That’s because our feelings are what drive the decisions we make and the actions we take. Feelings are what cause people to hire you, buy from you, recommend you and remain a loyal customer. Without those feelings there’s no connection. And without that connection, you and your business lose.
Let them know
You know that you care about your customers and the community you serve. So, don’t keep it a secret. Instead, make empathy a visible part of your marketing. Identify what matters to them and make your marketing them-focused.
Because when you do, it will radically improve the way they feel about you. And those feelings are what drive their decisions and actions.