I see you 👀

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 it’s causing. Customers want someone who “gets it.”

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 customer’s heroic story.  And to be an effective guide, you need to display two elements — authority and (you guessed it) empathy

This doesn’t 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 customer’s 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:


  • “We understand what it’s like to __________________.”
  • “We know how hard it is to deal with __________________.”
  • “Many of our customers have struggled with __________________.”
  • “Don’t you just hate it when __________________.”
  • “We understand how it feels to __________________.”
  • “Like you, we are troubled by __________________.”

Add your empathy statement to the Guide section of your website and sales materials. 

In our next blog we’re going to talk about the other aspect of you being the right guide: your authority.


Recent Articles

Simple 5-Step Process for Writing Valuable Nurture Emails

You've heard it a million and one times: email marketing is an incredibly valuable tool for business owners. Yet, for some reason, your lead nurturing emails don't seem to be getting the results everyone raves about. You regularly send out company newsletters but they...

How to Write a Catchy Email Subject Line

As a small business owner, you send A LOT of emails. Nothing is more frustrating than spending hours slaving away over an email jam-packed with value only to get dismal open rates and even fewer results. Your emails don't have to get lost in your client's cluttered...

How to Write Effective Sales Emails

Sales emails can be an effective way to convert potential customers into paying customers on autopilot. Unfortunately, if your emails aren't well written, they will likely get ignored or even marked as spam. Learn how to write effective sales emails so that you don't...

You May Also Like…