Published

Tips on How to Be a More Empathic Marketer

Marketers should first understand their customers intimately and how their brand can help them with the challenges they face before they do any messaging or try to tell the story of their brand. Empathy is the first part and immersion comes next. You immerse the customer in the story of how your brand can help.

Share

Read Next

stock photo
On episode 72 of the Inspired Marketing Podcast, Relationship One spoke to Lance Osborne, Director of Demand Generation for the Global Research division of Wiley Publishing, about empathy. Osborne emphasized that marketers should first understand their customers intimately and how their brand can help them with the challenges they face before they do any messaging or try to tell the story of their brand. If they don’t, they risk turning their customers off, since that story won’t be relevant nor will it matter much to them. Once marketers properly empathize with their customers, they can then concentrate on making their messaging and story accessible, intriguing, and even entertaining. According to Osborne, empathy is the first part and immersion comes next. You immerse the customer in the story of how your brand can help. The focus should be on how you’re helping customers deal with their business problems rather than getting them to buy. Read more

RELATED CONTENT

  • I’m A Puzzle Guy

    Looking back, Mark Albert now recognizes that some of his most satisfying moments as an editor revolved around the puzzle-solving aspects of writing an article. Putting an article together was much like the process of solving a puzzle, assembling a model kit, figuring out how to make something work or fixing it if it didn’t.

  • Rewriting Landing Pages with a Pro Copywriter

    Harry Dry, Founder of MarketingExamples.com asked people on social media to “submit your company landing page” for a rewrite. He teamed up with Annie Maguire, one of the best copywriters in the business. Here you can view marketing examples of landing page rewrites that give insight into the mind of a pro copywriter.

  • Post-COVID Considerations for B2B Marketers

    While we begin to return to “normal” from COVID-19, there are lessons for B2B marketers to learn and actions to take to recover and grow business as a result of this experience. Change is in order in how we look at B2B marketing, and our customers, in the near term “post-COVIDian” future. Call it a commonsense approach, rooted in proven best practices, our new-found “pull together” mentality and need to adapt to change. Not a blueprint, just parts and pieces to frame thinking. Sum it up in 5 words: Consistency; Community; Integrity; Agility; Contingency.

Gardner Business Media - Strategic Business Solutions

Gardner
Intelligence

Offering research, market intelligence, speaking engagements and consulting

Top Shops

Event combining sourcing and procurement; product technology; benchmarking and business strategy

DIGITAL MEDIA
SOLUTIONS

Helping you tell your story through multi-channel marketing

ON MARKETING TO
MANUFACTURERS

Subscribe to our newsletter dedicated to industrial marketing strategy

MAP YOUR SHOW

Event conference and management software