If people buy with emotion and justify with logic, what emotions do your clients usually feel when they buy from you?
The feelings may vary by person and context, but I’m willing to bet they can be grouped into a small handful.
For some, it means creating a purpose-driven brand that builds trust through shared values.
For others, it means showing people how you can help them avoid or eliminate pain.
For others still, it might be to create excitement, motivation, or inspiration for a better future.
If you can genuinely empathize with the feelings your clients experience when they buy from you, it’s a lot easier to do good marketing.
It’s a lack of genuine empathy for the buyer that makes most marketing dry and unmoving. It’s usually focused too much on logic, which doesn’t work.
Aim to do marketing that connects with the way your prospects feel first and foremost. Show them you understand where they’re coming.
Once you know the feeling you’re trying to create, the logical part of your marketing should be easy.
But you can’t do that well without real empathy.