Video Transcription
Why is empathy so important in your marketing?
We hear people talk a lot about empathy right now like it's a new concept. Your sales and marketing message needs to be more empathetic. You don't just want to sound pushy and insensitive. You can't just do "business as usual."
But where in the world did people get the idea that "business as usual" doesn't need to have empathy?
Empathy is ALWAYS a critical part of sales and marketing because people buy on emotion.
Hi, I'm Tom Malesic, Founder and President of EZMarketing, a marketing agency in Lancater, and you're watching Ask EZ. This is where small business owners go to get real answers to their marketing questions.
WHat is Empathy?
Empathy is always critical because people buy on emotion. Now, let's break that down.
Empathy is understanding and sharing what another person is feeling. In marketing, it's telling your customers, "I get it. I understand your pain. I know what you're going through."
It's all about that emotional connection.
People Buy on Emotion
People buy on emotion. 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.
Don't believe it? Just take the example of why you started your company.
What, you started so you could work long hours? At the beginning, pay your staff more than you paid yourself? Not go on vacation? Have lots of stress and have a really high probability of failure, right? Logically, that doesn't make sense.
But the emotional part of you said: But I'm passionate about this. I believe that I can do this. I feel I can beat the odds and succeed. Let's face it: that was a completely emotional decision.
Empathy is Critical to Sales & Marketing
Because we make emotional decisions, empathy is a critical part of our sales and marketing.
Facts and figures don't sell. They might justify why you made that emotional decision, but they're not the decision-makers themselves. 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.
HOmework
So here's your homework: I want you to go back through your website and any of your marketing materials, and I want you to look at it from the customer's
standpoint.
Does it clearly convey that you understand their 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, give us a call, we'll take a look at it with you, and we'll help solve that problem of creating that true connection with your customer.
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