Mother Teresa once said:
“If you can’t feed a hundred people, then feed just one.”
The ability to see personalities, their stories, and their problems behind thousands of faces – that’s what makes your marketing successful.
Sometimes marketers spend their advertising budget in vain because they do not understand their audience and can’t come into their world. They don’t know what worries their audience, and they measure success in their right.
Even worse, sometimes a boss says, “I like it”, and marketers start working with the material, uninteresting to their target audience. People just don’t care about it.
Here’s the deal:
To develop your brand positioning, make a table: write down seven segments of your audience and seven benefits of your product or service. Join them and mark the items that cross.
Don’t be lazy. Just do it right now!
You’ll see how close you can get to your audience needs when developing your product.
Here’s What Will Save You!
Empathy is the basis of emotional intelligence. It’s the ability to see the world through others’ eyes and fall into their feelings. Still, it’s significant to remember that it’s not your emotions, and you experience them “as if” they were yours.
The mentioned “as if” feeling will help you save the entity of your personal inner world.
Have you watched Men in Black 3? There is one character in the movie, the last representative of his race who lives in several presumable realities simultaneously, perceiving each of them. If he puts his hand on your shoulder, you’ll see the reality he wants to show you.
As a marketer, you might want to be able to feel something similar: to see the world through your audience internality.
Empathy will help you understand people, their feelings, reasons of their deeds, and their underlying motives. It will teach to get on the right side of any person and find new friends.
Those marketers who can use empathy communicate better:
- They understand people’s needs and know how they can help.
- They motivate others, knowing what is important for their audience.
- They don’t conflict because they can put themselves in others place. They see a situation from different angles.
- They get what they want because they can explain what they want, speaking the same language with their audience.
Learn to Understand Your Audience
The desire to help. Try to understand the pain of a person, and offer help. You’ll understand a lot if you find the source of trouble. Your genuine interest lets you get on the right side of people, and they will become sincere with you.
Thus, you’ll learn to recognize feelings, even those hidden under the color of self-restraint.
The life experience. Your ability to understand emotions of others encourages emphasizing. Literature is proven to make you more perceptive: it will not only help you write better but go through emotional stresses of books characters, saving them in your unconsciousness as your life experience.
Sympathy. We rather understand who we like. Try to sympathize those communicating with you to become more perceptive to their inner world.
It’s useful to understand what your consumers feel. However, sometimes we need to guard against someone else’s emotions to keep our stand on a matter.
How to Control Your Empathy
Keep your feelings. Don’t lose them while fitting on others’. Outline the limit of emotions from the outer world, otherwise, you won’t be able to save yours.
Remain unprovoked. Sometimes people make a point in doing everything to bowl you down. However, if you clearly understand what others feel, it will not be a problem for you.
Save your nerves. Taking emotions from the outer world, you can become unstable and let open-mindedness destroy you. Accept only those things you consider significant.
Choose actions. It’s your reaction to what happens around. It’s better to help your friends and do everything you can than feeling their pain and grieving with them.
Set positive emotions apart. First, it will do a power of good for you if you adopt enthusiasm, excitement, anticipation, and joy. Second, people will remember you friendly if you support them with empathy.
So, use empathy as intended: build relations with consumers.
How to Use Empathy
Speak aloud. Use phrases like “I understand that you feel this…” or “I have the same feeling”. Sometimes, it might seem clumsy because people hide emotions, as a rule. Don’t be afraid. In fact, everyone doesn’t mind talking about themselves but it may be difficult for someone to meet people who would understand them.
Share emotions and motives. Emotions don’t play a significant role in business but interpersonal relations. Sometimes it’s better to understand the motives of your interlocutors: what is important to them, what they want, and what aims they pursue. You are not simply share stuff but emotions to help clients choose you.
Create emotions. Today, marketers shouldn’t think about a brand impression but emotions a client has when contacting with this brand. For this, we need to understand people’s feelings to know what they experience and what they want to experience. And give it to them. That’s what we call a success, understanding, and clients love.
Do you let the emotions of other people in? Can you control them? How do you deal with their negative influence?