Since the pandemic companies have relied more and more on Zoom and other digital ways to interact with prospects and customers. In-person meetings and interactions have pretty much gone by the wayside and yet you still want people to know you’re human and empathize with them. How do we do that? The answer is simple. Empathetic Marketing..
What is Empathetic Marketing?
Empathy is the ability to see events and situations from another’s perspective, to put yourself in their shoes. For brands, empathetic marketing is about seeing the world through the user’s point of view. It helps you place the customer at the center of your marketing strategy and work outwards.
It’s important to remember, however, that being empathetic also means being genuine. Just as you wouldn’t want to use manipulation to get better rankings in SEO, you don’t want to create emotional marketing campaigns for the sole purpose of manipulating customers.
Empathy is believable when it creates authentic connections between brands and users. You have to build trust and organic relationships throughout the customer journey.
Why is it Important?
We like to think of ourselves as rational human beings, but the fact is: 95% of our purchasing behavior is all subconscious. Our decisions are driven by the emotional part of our brain, not the logical part of our brain. People buy on emotion.
What? You don’t believe it? Just take the example of why you started your business..
Did you start your business so you could work long hours? Pay your staff more than you paid yourself? Not go on vacation? Have lots of stress and have a really high probability of failure? No. of course not. That doesn’t make sense.
It’s more likely the emotional part of you said:I’m “passionate about this” or “I believe that I can do this. ” Maybe you even said “I feel I can beat the odds and succeed.” Does that sound more like it? So, let’s face it: that was a completely emotional decision.
Because we make emotional decisions, empathetic marketing needs to be a critical part of our sales and marketing plans. Facts and figures don’t sell. They can justify why you made that emotional decision, but they’re not why you made the decision. People don’t care about how great your product or service is. They care about how it helps them.
When your marketing is empathetic, it creates a natural path toward the sale, and empathy really lets you say, “Listen. I understand what you’re going through. And because I understand, I know how I can help you.”
As sales people, we’ve heard all the time: people buy from people who they know, like, and trust. And empathy is creating that like and trust factor.
Regardless of whether we’re in a crisis or not, your marketing message should always be empathetic. Show your customers you understand their pain and create that emotional connection, so they feel that you can really help them.
So now it’s your turn. Here’s what I want you to do. Take some time and go through your website pages, blogs and all of your current marketing materials, and look at them from the customer’s standpoint. Really take the time to look at them. Do they clearly convey that you understand your customers problem and you show how you can solve that problem?
If it does, awesome! You’re on the right track, and I’m sure you’re doing a great job with your business and with your marketing. If it doesn’t you have some work cut out for you. If you want some help or just discuss your marketing, I’m happy to work with you so book a consultation call.