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How Marketing With Empathy Can Double Your Business Results

BY DAVID OWASI

Today, there are more channels, platforms and technology available to reach your customers. Yet, cutt ing through the noise to connect and build trust with buyers has never been harder. Solving this problem requires a diff erent approach. You need empathy-based marketing if:

1. You have a product/service that you know your audience needs, but your messages are not connecting with them.

2. You have tried everything from ads, infl uencers, automation to fancy tools and yet your results are still falling short.

Antonio Damasio said “We are not thinking machines that feel, rather, we are feeling machines that think”. Empathic marketing taps into this.

To build a deeper connection with your customers, you fi rst have to understand the problems they have and don’t want, the desired outcome they want but don’t have and then make a compelling off er tailored to their needs.

Easier said than done, but here are 3 practical ways to get started.

1. Develop conversations not campaigns. Facilitate conversations instead of pushing your agenda. Your customer shouldn’t feel like you want something from them, rather they should feel like you can help them get what they want. Invite, listen, converse and provide recommendations.

2. Pay att ention to your own bias and assumptions.

During dialogs, are you truly trying to confi rm what you think you already know about them or are you listening to understand the implied assumptions and motivations behind what they are saying?

DAVID OWASI

3. Make a compelling off er. Provide more in value than what you ask for in payment. Make your customer feel like they are gett ing a steal. Do this by using risk reversal strategies and focus on delivering the solution they are looking for. 

Ace Your Business Academy 204.894.4361 David@aceyourbusinessacademy.com www.aceyourbusinessacademy.com