Reilly Newman | Many times, businesses find themselves marketing and advertising by broadcasting information and detailed specifics about their service or product. Yes, it’s great to raise awareness about these types of details, however this type of communication in any relationship completely neglects the other party (aka the customer).
Endlessly informing and hoping that maybe if the consumer knows more they will magically choose you, is logical. However, humans are not logical. Looking at behavioral patterns within the purchase decision process, you’ll find that emotions are the main driving force.
Brand Empathy and Emotion
With this in mind, it’s best to strategize your brand and positioning from a perspective of an emotional connection. After understanding the demographics and psychographics of your audience, you’ll be able to be more empathetic to their daily challenges, pain points, or aspirations and goals. Your strategy must take this into account and adapt a marketing plan accordingly.
By doing so successfully, you’ll relate to your audience and draw in the user who will be much more intrigued and willing to learn more about your product or service because of that emotional connection. Then, when appealing to the logical brain with facts and information, they now justify a trusted relationship with the brand. Empathy is key to unlocking countless doors of opportunities and long term, loyal clientele. Appeal to their heart first, then their head.
