When selling a product, most businesses center on making money. After all, the goal of a business is to turn a profit. However, empathy should also be a key component of any marketing strategy.
Empathy is the ability to understand and share the feelings of another person. In other words, it’s the ability to put yourself in someone else’s shoes. When you can do this, you can better understand what they’re going through and what they need.
As humans, we are hardwired for empathy. It’s a survival mechanism that helps us to understand and predict the behavior of others. When we see someone in pain, our natural reaction is to feel sympathy and want to help.
This is why empathy is so important in marketing. If you can understand your customers’ needs and pain points, you can create a much more effective marketing strategy.
Here are some ways you can market with empathy.
Step One: Put Yourself in Your Customers’ Shoes
The first step to marketing with empathy is to put yourself in your customers’ shoes. Try to see things from their perspective. What are their needs and desires? What are their pain points? What motivates them?
While you can glean these pieces of information from market research, empathy can help marketers and business owners fully understand their target audience. After all, real people are not just numbers. They’re complex individuals with their own unique set of needs, wants, personalities, interests, and pain points.
Step Two: Connect With Your Customers on an Emotional Level
Once you understand your customers’ needs, it’s time to connect with them on an emotional level. Appeal to their emotions in your marketing materials. Use language that resonates with them and evokes positive emotions.
Tell stories that they can relate to. Many brands use stories of real people to inspire their customers. For example, Toms Shoes tells the story of its founder, Blake Mycoskie, who was moved by the poverty and lack of shoes he saw on a trip to Argentina. He started the company with the goal of helping to improve the lives of children in need. Another example is Dove, which regularly features “real” women and their lived experiences in advertising. These stories help their target audience, women, feel more connected to the brand.
When you connect with your customers on an emotional level, you’ll be more likely to earn their trust and loyalty.
Step Three: Always Be Honest and Transparent
Honesty and transparency are essential when marketing with empathy. Never try to manipulate or deceive your customers. Instead, always be upfront about what you’re offering.
This is most crucial for the health and wellness industry. It is unethical, not to mention possibly illegal, to make claims that are inaccurate and downright true. As an example, a few years ago, Gwyneth Paltrow’s wellness empire, Goop, was under fire for peddling “pseudo-science.” The brand was forced to pull several products from its website and pay $145,000 in civil penalties after making false claims about the health benefits of their products.
When marketing a rehabilitation service and the treatment industry in general, it’s essential to always tell the truth. The people who come to you for help are often vulnerable and are counting on you to be honest with them. This would also help manage customers’ expectations and avoid any potential legal issues down the line.
If there are any potential drawbacks to your product or service, make sure to mention them. You’ll gain your customers’ respect by being honest and transparent, which is essential for long-term success.
Step Four: Offer Support and Help
When you market with empathy, it’s important to offer support and help to your customers. Remember, they are coming to you because they need something. It could be a product, service, or just information.
Whatever it is they need, make sure you’re there for them. Offer a helping hand and show them that you care.
J.Crew is a model for empathetic marketing. The brand knows its customers are looking for more than just clothes; many go to their stores to purchase an outfit for a job interview. The brand helps shoppers by providing articles and infographics like “How to Get (and Dress For) the Job You Want.” The post includes advice on styles and outfit samples that people can buy in-store. J.Crew is there for its customers every step of the way, even when they’re not buying clothes.
Marketing with empathy requires that you see things from your customers’ perspectives and connect with them on an emotional level. Always be honest and transparent in your communications, and don’t try to manipulate or deceive your customers. If you follow these steps, you’ll be well on your way to creating a marketing campaign that resonates with your audience and earns their trust and loyalty.
