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Empathetic Marketing Lessons Learned From My Scythe-Wielding Days
Tales of the Internet Marketing Crypto – Vol. 6
How to Set Yourself Apart as a Business Leader in Today’s Economy
My dad was, and still is, a practical man. Growing up, he often gave me odd jobs to do on the farm that seemed pretty unreal to achieve – at least to my 10-year-old self!
He didn’t give me these jobs to make me strong or help build character. No. They had to be done. I was available. Tag, I was to make them.
One summer our lawn mower broke down and the front lawn grass got long. In dad’s infinite wisdom, he set me to task by delegating me to “mow” the lawn.
With a hand mower.
Being the dutiful daughter that I was and trying to hide the look of disbelief I so desperately wanted to give him, I took this crooked monstrosity from his hands and got to work.
It didn’t go so well.
When my dad got home from work, my left hand was full of nicks and cuts from the blade. It was not a pretty sight and I was angry.
Standing at the sink getting all cleaned up, he asked what happened. I told him what seemed pretty obvious to me: that the mower was heavy and the grass too short, leaving little room for error when cutting the blades.
“Well, be more careful next time.”
As I said, he was a practical man.
I remember feeling utter despair at the complete lack of compassion I received.
Where was the empathy? Where was the concern for my well being?
I’m sure it was there; he just missed the part of expressing it to me and sent me back to the front lawn in the morning.
I wonder if you have ever been in a situation as a consumer where you expected more compassion and less practicality?
Think about how you felt. angry Frustrated. Not heard.
Now turn that around and think about a situation as a business owner where a customer or client came to you with a problem, concern or complaint.
Did you respond with compassion or practicality?
Although my story happened when I was 10 years old, it doesn’t matter what age or year it is. Everyone wants to be heard, understood and treated like they matter.
So when it comes to your marketing message, does it need to be tweaked so your audience knows you’re empathetic to their needs?
They don’t care about you needing the sale.
What they need is for you to understand what they are going through and that you care.
This is what will create a long-term, sustainable business. Not the hyped, in-your-face style of marketing that we’re so done with now.
Not the “ignore and make peace” tactics that many service based businesses use when it comes to addressing their customer’s needs.
I know in my industry this is a rampant problem.
I’ve lost count of how many new clients come to me feeling more than frustrated their website or marketing person ghosted them. Disappeared Didn’t respond to emails (or if they did, it was weeks later), didn’t answer their phone or completely dismissed and ignored their urgent needs.
They were so glad they found me because we helped them right away and continued to respond quickly to their every need.
As for my mowing efforts, my Dad finally told me to stop mowing and fixed the mower. At the rate I was going, it would be Christmas before I did the lawn!
But the silver lining: the bunnies got a bunch of freshly cut grass every day that week.
My lesson from this story? Being an empathetic business leader is what will set you apart from many others, just as it did for me and my business.
By putting yourself in your customers’ shoes, your referral rate will soar through the roof and your business will thrive!
To your business success,
1. Empathy-based marketing isn’t just the right thing to do, your customers expect it. Read 3 Ways to Use Empathetic Content Marketing: The Importance of Empathy Based Marketing
2. The best way to engage your audience on social media and increase your social media reach is to use the empathic marketing model. Read how: How to Use Empathy Marketing in Your Social Media Strategy
3. Tap into what your customers want on a website. Read these 3 ways to make your ecommerce website about your customers, not you: 3 ways to make a website for your target market
4. Book: The New Psychology of Selling EQ: How Ultra High Performers Use Sales-Specific Emotional Intelligence to Close the Complex Deal
5. Book by Mark W. Schaefer Marketing Rebellion: The Most Human Company Wins
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