When looking for a company or product to solve a problem, customers want to work with someone who truly understands their problem and the pain itβs causing. Customers want someone who βgets it.β
How do you communicate this? Empathy.
As we talked about a few weeks ago, the most effective marketing positions you as the guiding character in your customerβs heroic story.Β And to be an effective guide, you need to display two elements β authority and (you guessed it) empathy.Β
This doesnβt mean adding paragraphs of sappy text or emotional videos to your website. Just a single sentence is enough to show you have personal experience with and concern for your customerβs pain.
Action Step:
Determine the strongest pain point your customer is dealing with. Then talk about how your company comes alongside them to help them overcome it. If you need help, fill in some of these blanks:
- βWe understand what itβs like to __________________.β
- βWe know how hard it is to deal with __________________.β
- βMany of our customers have struggled with __________________.β
- βDonβt you just hate it when __________________.β
- βWe understand how it feels to __________________.β
- βLike you, we are troubled by __________________.β
Add your empathy statement to the Guide section of your website and sales materials.Β
In our next blog weβre going to talk about the other aspect of you being the right guide: your authority.