Empathy in Marketing
Posted: Mon Dec 23, 2024 10:57 am
At both the marketing and sales levels, we must cultivate certain skills and sensitivities that will help us achieve our goals in a much more direct way. Empathy stands out among these skills.
Empathy, according to the Royal Academy, is defined as the "mental and emotional identification of a subject with the mood of another." Other definitions, such as Wikipedia's own, refer to "the cognitive ability to perceive in a common context what another individual may feel."
Ultimately, it is about knowing how to put ourselves in the other person's place to offer them what they need, it is about feeling how your client feels, putting yourself in their shoes to see the situation from their eyes.
Those who practice and exercise this skill are able to connect with their clients better, whether in an advertising message, a commercial interview or technical support. Because by putting yourself in their shoes, you begin to see that what you say to them is probably meaningless, that they don't care in the least, or even more so, that it directly bothers them. And therefore, if you understood what they say without saying, and what they intend when they say what they say, you would achieve your objective better. Whether it is to transmit your message, or explain the characteristics of a product, or solve their problem, in the best possible way.
In our day-to-day work at AdLemons, I see this all the time, and it is not an easy issue to solve or learn, but with perseverance it can be improved and perfected.
How to carry it out?
When you go to a sales meeting, you should first look up as much information as you can about that client: in your CRM if they are already a client, so you can remember what has already been discussed, in a search engine to see their profiles on social networks, Linkedin, etc., on their website if they have one, to see how they communicate, sell, what stands out, etc. This way, you know more about them, and you will be able to better understand what might interest them about your product so you can highlight it, and directly what might put them off so you can avoid it.
When you are going to make an advertising piece, or write a post all phone number in cambodia on your corporate blog, you should have asked or investigated your clients/audience beforehand about their needs and tastes. Perhaps you don't need to ask them all the time, and you should be a sponge when you talk to them, or read what they say, so that every time you interact with one of them you take note of what hurts, worries, intrigues, motivates, excites them, etc. So every time you start writing a text that has him/her as its objective, you use that knowledge to make it fit him/her like a tailor-made suit and make them feel as comfortable as possible.
When you provide support by phone or email, as we do with the platform, each letter that the user writes tells you something more about the person, and gives you a glimpse so that you can put yourself in their place, and reinterpret the text they have written, or the call, making sense according to their eyes. In this way you will avoid misunderstandings, and even bigger problems, and the user will feel understood and therefore grateful.
These small details will probably allow you to be closer, to show that you understand the person who is speaking to you, because you will have made the effort to be them for a moment, and if you succeed, you will be closer than anyone has ever been before. And of course, as they will feel it, you will be rewarded for it.
Do you practice or try to practice empathy? Are you still lacking a lot or do you think you are improving over time? Did you not know the concept? And now that you know it, are you going to keep it in mind?
Empathy, according to the Royal Academy, is defined as the "mental and emotional identification of a subject with the mood of another." Other definitions, such as Wikipedia's own, refer to "the cognitive ability to perceive in a common context what another individual may feel."
Ultimately, it is about knowing how to put ourselves in the other person's place to offer them what they need, it is about feeling how your client feels, putting yourself in their shoes to see the situation from their eyes.
Those who practice and exercise this skill are able to connect with their clients better, whether in an advertising message, a commercial interview or technical support. Because by putting yourself in their shoes, you begin to see that what you say to them is probably meaningless, that they don't care in the least, or even more so, that it directly bothers them. And therefore, if you understood what they say without saying, and what they intend when they say what they say, you would achieve your objective better. Whether it is to transmit your message, or explain the characteristics of a product, or solve their problem, in the best possible way.
In our day-to-day work at AdLemons, I see this all the time, and it is not an easy issue to solve or learn, but with perseverance it can be improved and perfected.
How to carry it out?
When you go to a sales meeting, you should first look up as much information as you can about that client: in your CRM if they are already a client, so you can remember what has already been discussed, in a search engine to see their profiles on social networks, Linkedin, etc., on their website if they have one, to see how they communicate, sell, what stands out, etc. This way, you know more about them, and you will be able to better understand what might interest them about your product so you can highlight it, and directly what might put them off so you can avoid it.
When you are going to make an advertising piece, or write a post all phone number in cambodia on your corporate blog, you should have asked or investigated your clients/audience beforehand about their needs and tastes. Perhaps you don't need to ask them all the time, and you should be a sponge when you talk to them, or read what they say, so that every time you interact with one of them you take note of what hurts, worries, intrigues, motivates, excites them, etc. So every time you start writing a text that has him/her as its objective, you use that knowledge to make it fit him/her like a tailor-made suit and make them feel as comfortable as possible.
When you provide support by phone or email, as we do with the platform, each letter that the user writes tells you something more about the person, and gives you a glimpse so that you can put yourself in their place, and reinterpret the text they have written, or the call, making sense according to their eyes. In this way you will avoid misunderstandings, and even bigger problems, and the user will feel understood and therefore grateful.
These small details will probably allow you to be closer, to show that you understand the person who is speaking to you, because you will have made the effort to be them for a moment, and if you succeed, you will be closer than anyone has ever been before. And of course, as they will feel it, you will be rewarded for it.
Do you practice or try to practice empathy? Are you still lacking a lot or do you think you are improving over time? Did you not know the concept? And now that you know it, are you going to keep it in mind?