The average consumer receives 5,000 brand messages a day, a tenfold increase from 50 years ago. With so much clutter, how do you streamline your business communication to increase its efficacy? The answer is simple: communicating empathy.
Facts are the meat and potatoes of business. However, buying behaviors are more often than not based on emotion. That disconnect is the reason so many businesses, in spite of having a stellar product, fail to make the necessary connections with their audience.
What is Empathy and How Can it Be Communicated?
First off, the single most important thing to remember about communication is that it is inherently tied to perception.
In other words, communication is only effective if the message is accurately conveyed from the sender to the recipient.
Communicating empathy has to do with creating messages to which your audience can relate. It’s about getting inside your customers’ heads to make connections.
It goes without saying that an instrumental part of practicing empathy is always putting your customers’ needs first, without question. That means not only going the extra mile but showing your audience that your brand understands their needs and can fill them better than the competition.
Listen to their feedback, act on it, and remember to always make your customers feel valued. Think of your content more as fostering conversation than broadcasting a particular message. Remember, you’re selling a complete experience, not a product.
Why Does Communicating Empathy Matter?
For starters, if you don’t understand the needs of your customers, how can you expect to provide a product or service that appeals to fulfilling those needs? In a nutshell, practicing empathy allows you to have open communication.
Instead of focusing your marketing strategy around features or pricing, focus it on a message to which your audience can relate. The two can intertwine, but the onus should always be more centered around the latter.
Remember, emotion drives purchasing behaviors. Use facts in a supplementary role. Craft your brand storytelling with facts as the setting and emotion behind the action.