We come up with the most elaborated segmentation based on marital status, youtube view preferences and visited urls on our site, the most complex CRM automatic,,,,,,
and the highly complex retargeting strategies but sometimes what we miss is Empathy. It’s probably the most simple, yet underlying, principle of marketing. To be empathic, to feel with the person you are interacting with. Eventhough we know so much about our audiences, just from the messages I saw today, I feel we might have forgotten how to connect with each other.
Empathy means putting yourself in the place of the other person. Taking in his or her surroundings, viewing the world from his of her perspective and feeling the same way. Before you write the next big slogan for an ad, the heading and body for a newsletter or even a chat message to directly reach one person, think again before writing. Take a moment to pause and imagine the person on the other side, the person on the receiving end of your communication. What do you know that has happened in his or her life? What do you know that she or he is doing now? What do you know that he or she will want to accomplish?
Empathy is a simple human capacity that we all have in us and that helps us to connect with one another.