When you’re trying to obtain leads and drive your sales and marketing pipeline, it’s easy to forget about customers’ feelings. The truth is, you need to address the emotional needs, hopes, wants, fears and aspirations of your customers.
Empathetic marketing is about moving out of your own mind and into the mind of the customer. When you move away from business-centric thinking to customer-centric thinking, you can speak directly to customers’ motivations. This type of marketing is based on feeling helpful, identifying and solving problems and understanding how to make your customers’ lives better.
Here are a few ways that you can practice empathetic marketing:
Put customers first
Take interest in your customers and understand their motivation. Buyers base most actions on feelings, with some logic in the background. You need to go beyond the product. Speak the end results and feelings that the buyer seeks.
Listen to understand
Most people don’t listen with the intention of understanding, they just listen to reply. When customers are in your office, listen to understand their motivations. Many marketers only rely on survey data or focus groups to learn about how customers think and feel. Empathy will help you intuitively interpret the context while understanding the context and feelings the customer is communicating.
Don’t be pushy
Develop conversations, not campaigns. Instead of pushing your agenda, extend an invitation to converse. When you push a campaign on a customer, they feel like you want something from them instead of feeling as though you want to help them. Prove that you’re interested in their world and motivations.
Remember that marketing is helping
Marketing and lead nurturing are linked to helping. Customers can feel when someone is trying to push them to do something. They can also recognize when someone sincerely cares about them. Genuinely try to help instead of pushing your agenda. Treat your customers like a friend or loved one.
Give them shareable content
Content worth sharing will organically emerge from placing the customer first, understanding and helping them. There is more than enough content in the world, so customers don’t need more. What they do need is useful content that can convince their company to choose a different path.