Why Empathy should lead your marketing

If you want people to engage with your content you need their attention, and that can be hard, especially with ever-shortening attention spans. One of the most effective ways to do this is to lead with empathy, one of three components that make up an engaging marketing message.

Empathy

Leading with empathy grabs the attention of people who are the right fit because you’re talking about their problems, their experience and their feelings. You’re showing that you see where they are, you hear their frustrations and you understand the problems they face.

Authority

Once you have their attention you can then show you have authority. You can explain how you can help them and how you’ve helped others like them before. You can paint the picture of what success looks like and what their life looks like after they’ve used your product or service.

Story

Now comes your story, where you show them how you’ll guide them to success. You weave elements of empathy and authority with your method to create a plan that will guide them to becoming the hero. You tell them about your experiences and others you’ve helped and this creates certainty.

Climbing the mountain

Think of the three elements like helping the customer to climb a mountain. We start with empathy.

Stand out and lead change

Leading with empathy it’s really easy to stand out from the competition because often they will be focusing on what they do and their ‘solution’. The customer doesn’t care what you do, or what your solution is, what they want to know is if you understand their problem and if you’re the right person to help them fix it.

Using empathy led marketing to grow your business

If you want to apply the principles of empathy led marketing to grow your business then check out our free small business marketing guide. The 25-page marketing guide explains how you use empathy led marketing as part of the marketing process and how to structure your marketing using a marking funnel to make it more manageable and have more impact.

Marketing mentor who specialises in empowering at capacity coaches to reclaim control of their time, business and energy to build a better, balanced lifestyle.

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