You have more channels, content, and technology to reach potential customers.
But connecting and building trust with buyers has never been harder.
You know your audience needs what you have to offer, but your messages aren’t connecting.
You’ve tried everything: expert recommendations, best practices, the latest tools, and automation. But you hit a plateau, and your results are falling short.
So how can you connect and convert more customers?
The counter-intuitive answer: It’s empathy.
You need to go beyond rational-logic based marketing to understand how your buyers feel.
The well-known neuroscientist, Antonio Damasio discovered, “We are not thinking machines that feel rather, we are feeling machines that think.”
Damasio made this groundbreaking discovery:
Every human decision depends on emotion — every single one.
Why? Because we make each choice somatically. In other words, we feel each decision out.
That’s why you need to understand your customer’s emotional triggers better so that you can know what buyers need to help each step of their journey.
Sounds simple, but unfortunately it’s not.
According to the CMO Council, “Only 20% of marketers can predict the next best action for their customers.” Forrester Consulting found, “65 percent of marketers struggle to employ emotional marketing as they turn to automation to improve customer engagement.”
End the frustration of building one campaign after another hoping something – anything – will work. Stop the hamster wheel feeling of working harder but getting nowhere.
Empathy is more than a “soft” skill. It’s an incredibly powerful tool to understand customer motivation and get better results.
What if you could make your marketing messages to resonate on a deeper emotional level with customers?
Feel the confidence of using an evidence-based approach to drive and back up all your marketing decisions.
Here’s how we do it:
First, we begin with buyer-side research so that you can understand the core emotional motivators for your customers. We then take these motivational insights combined with behavioral science to help you build more emotionally resonant messaging and help more customers buy.
By applying the EMPATH Method, you will:
Learn more about the EMPATH Method
Our name is the combination of marketing with empathy. We believe remarkable marketing begins with a deep understanding of customers emotions and motivations so you can help them get what they want. In sum, the best marketing/selling feels like helping (because it really is).
Brian Carroll is the CEO and founder of markempa. He is the author of the bestseller, Lead Generation for the Complex Sale, and the B2B Lead Blog which is read by thousands each week. As a researcher and leader in empathy-based marketing, Brian’s at the epicenter of the shifting customer landscape. He also founded B2B Lead Roundtable LinkedIn Group with 20,133+ members.
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