Is empathy your marketing tool?


Another marketing consultant hired me as an expert. He works for an international company and one of their proven top programs no longer does the job.

We met people from corporate marketing and explained the program. Then we called Zoom with the sellers and they shared their experiences. We shook our head with the counselor and agreed.

“It should work.”

We need more information.

We did an in-depth analysis and survey and – look and see – we found a critical issue. The prospects considered the company “cold” and “insensitive” to current events.

Because the company has international offices and operates in a variety of cultures, the marketing department deliberately avoids hot topics on social networks, newsletters, advertisements and other business communications. Even if I understand their position, I feel that they are losing a huge marketing advantage – and losing potential customers who base their purchases on how * they feel about the company.

So the question is … How can companies in today’s complex world incorporate the message of empathy into their communication?

I think it starts with listening first, no matter where in the world your business is.

And then, to add empathy to your marketing toolkit, try these strategies:

  • Analyze your default messages.
  • Check all programmed messages, including the evergreen content. Is there any deaf news in your old material?
  • Listen to what customers and prospects say.
  • Document how they describe how they feel.
  • Remember to use the words they use, even if you have to limit what you can say.
  • Evaluate your comfort zone and legal restrictions. See if there’s room for expansion.
  • Avoid any sales or manipulation when showing empathy.
  • Honesty and behavior.
  • Adjust the tone of your channels according to your approach, pictures and messages. Voting is important because inconsistencies seem to be inconsistent. • Adjust your vocabulary more often than usual.
  • Examine communication in light of legal disclosure.

The last piece of advice for all of us

  • See what your friends and competitors are doing when it comes to marketing. Not everything they do can be wise, ethical or useful. However, some of them can be fresh, strategic and clear. Do others in your circle show empathy for their message? Don’t copy your competitors, but learn and adapt.

Incorporating empathy into your marketing communications can be important as today’s teens and young adults grow and become our customers. Take a moment to look at your sales and marketing toolkit to see where you can “warm up” your business as you expand your comfort zone.

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