70% of marketers have no empathy for customers.
We have a delusion that we’re good at it.
Here’s how you can master empathy in your marketing campaigns:
We have a delusion that we’re good at it.
Here’s how you can master empathy in your marketing campaigns:
1/ Make active listening a priority.
Talk to customers every week.
Observe them every week.
Listen to learn rather than listen to react.
Talk to customers every week.
Observe them every week.
Listen to learn rather than listen to react.
2/ Share their feelings.
What does it mean?
Sign up for your product and marketing campaigns.
Find out their struggles and frustrations.
Then, go & fix them.
What does it mean?
Sign up for your product and marketing campaigns.
Find out their struggles and frustrations.
Then, go & fix them.
3/ Evaluate first.
Answer this question before sending any campaign: How would I like to receive this?
Do you enjoy it? Is it boring? Is it too promotional?
This is typical: Putting (oneself) in (someone's) shoes.
Answer this question before sending any campaign: How would I like to receive this?
Do you enjoy it? Is it boring? Is it too promotional?
This is typical: Putting (oneself) in (someone's) shoes.
4/ Step out of your comfort zone.
Reach out to support the team and read their tickets.
Listen to your sales team (and their calls).
Go to in-person events to see how customers react in real life.
If possible, become the customer (shadow a customer for a day/week/month).
Reach out to support the team and read their tickets.
Listen to your sales team (and their calls).
Go to in-person events to see how customers react in real life.
If possible, become the customer (shadow a customer for a day/week/month).
5/ Actively collect feedback.
Ask your customers & prospects.
Ask them:
How could you improve X?
What’s preventing them from doing their job today (with your services/product)?
Act on the feedback then.
Ask your customers & prospects.
Ask them:
How could you improve X?
What’s preventing them from doing their job today (with your services/product)?
Act on the feedback then.
6/ Have difficult, respectful conversations.
Talk to a customer who recently churned.
Talk to a customer who was extremely angry with your product/services.
As Bill Gates says, “Your most unhappy customers are the greatest source of learning”.
Talk to a customer who recently churned.
Talk to a customer who was extremely angry with your product/services.
As Bill Gates says, “Your most unhappy customers are the greatest source of learning”.
7/ Join forces for a shared cause.
Hang out in the communities where your customers are hanging out.
Be with the thought leaders who are inspiring them.
Join the newsletters that they are reading.
Hang out in the communities where your customers are hanging out.
Be with the thought leaders who are inspiring them.
Join the newsletters that they are reading.
8/ Cultivate curiosity.
Studs Terkel: “Don’t be an examiner, be the interested inquirer.”
Cultivating curiosity requires more than just transactional conversation. It’s about going deep.
Set yourself a challenge to have a conversation with one prospect.
Studs Terkel: “Don’t be an examiner, be the interested inquirer.”
Cultivating curiosity requires more than just transactional conversation. It’s about going deep.
Set yourself a challenge to have a conversation with one prospect.
9/ Admit your biases.
We all have assumptions about others and use collective labels.
Here are 20 biases you should be aware of.
Thank you @SahilBloom.
We all have assumptions about others and use collective labels.
Here are 20 biases you should be aware of.
https://twitter.com/SahilBloom/status/1418910006557265932
Thank you @SahilBloom.
10/ You have to care.
Deeply care about your customers’ problems.
Focus on solving their problems.
Go over and beyond.
Deeply care about your customers’ problems.
Focus on solving their problems.
Go over and beyond.
That's all, folks!
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I share an extended version of similar thoughts on my newsletter: aazarshad.com/newsletter/
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Retweet the 1st tweet above
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I share an extended version of similar thoughts on my newsletter: aazarshad.com/newsletter/
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