Using Empathy in Marketing to Reach Your Audience

Every successful marketing campaign starts with understanding the customer. Knowing what makes them tick, their pain points, and how to best engage with them.

That’s why empathy is such an essential practice for any marketer. On Hard Corps Marketing Show 113, Brian Carroll discussed the importance of empathy in marketing and how it can help you connect with your target audience.

Empathy is a powerful tool that helps marketers understand the customer’s perspective and create campaigns that resonate with them. It enables you to craft meaningful, relevant, and engaging messages. By understanding the customer’s needs, you can create content that speaks directly to them and resonates with their values.

When it comes to targeting your audience, empathy allows you to get to the heart of their needs and tailor your messaging appropriately.

By understanding what customers are looking for, you can create campaigns that address their needs in a meaningful way. This helps you build trust with your customers, create a strong connection, and ultimately increase conversions.

This episode discusses how to apply empathy mapping to your marketing, tactics for getting to know your buyers, and career advice for every marketer. Check it out!


  • Reciprocal altruism is when you do something for someone else without expecting anything in return.
  • Before a marketer sends their next email, they should consider putting themselves in the shoes of their recipient. Does the email connect with something the recipient cares about?
  • If you are unaware of your feelings, how will you be aware of someone else’s?
  • An empathy map has the marketer approach their customer from the lens of what the customer is doing and saying and how they think and feel.
  • Marketers need to get to know their customers and understand their problems, what they care about, and the language they use to describe them. Listen to some sales calls, do buyer persona interviews, and put in the work.
  • Marketing at the root is figuring out what your buyers care about and then connecting with them in their current state.
  • Career advise from Brian Carroll: Life is not going from mountain top to mountain top. So be willing to say yes and embrace the uncertainty of life and know that when you feel uncomfortable or the most afraid, that is probably where you are supposed to be.
  • What would you do in marketing or your career if you were not afraid? How is your fear controlling you?

Listen to the podcast at The Hard Corps Marketing Show


About the author 

Brian Carroll

Brian Carroll is the CEO and founder of markempa, helping companies to convert more customers with empathy-based marketing.

He is the author of the bestseller, Lead Generation for the Complex Sale and founded B2B Lead Roundtable LinkedIn Group with 20,301+ members.

Related Posts

Empathy: How It Can Grow Your Sales and Marketing Pipeline

Lead Nurturing: 4 Steps That Help More Customers Buy

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