Empathy in marketing is the ability to role play what it’s like having kids playing in the bathroom tub or what its like to install more than 3,000 windows a year.
It’s about putting others’ shoes and hats on; asking questions and understanding what makes them tick and ooo and awww.
And then it’s about serving them now that you understand them.
But any good marketing isn’t done alone. Which means marketers are responsible for more empathy; empathy for not only the target but those working to serve the target to their left and to their right.
Empathy in marketing is the ability to role play what it’s like raising three kids while working 60 hour work weeks or what its like trying to search for a new vehicle or a new apartment because the one you lived went up in flames while trying to not let your team down.
It’s about realizing that there’s a battle that everyone is facing (usually always more than one) at the same time they’re trying to be empathetic of the target.
The target deserves as much of our empathy as those we’re working with to reach them.
It might all get old to you or your team or your leadership council or stakeholders; but it doesn’t get old to your customers.
The ones who arrive sporadically are comforted by the familiarity– even if it has been three years since they’ve been there.
The ones who show up regularly and loyally – its because they care and love who you are and what you stand for. Change how you work and it’s a “we don’t care that you care” message to them.
Most businesses aren’t like musical artists; guests can’t choose to interact with you the way they used to by pulling up an old version of your business.
Important: Don’t confuse keeping things how they are with not caring, being generous, or listening to what the customer wants. Growing with and for the customer is different than changing things because of internal status arguments.
Those who I have been involved with interviewing and who have been hired? The ones that had drive outperformed and outstayed the ones who were perfectly capable of complying.
Word cues like “I want to” or “I love” or “I’m passionate about” outweigh phrases like “I can do” or “I would do anything if asked” or “I’m willing to jump in.”
The same goes for relationships, too. When one expresses how they want to be the best mother possible or when one shares how much they appreciate one another every day.
Having drive beats being ready to comply every time.
Oh, and I guess drive isn’t something you have it’s a choice.
At an economic level, most breweries are competing with one another. Bars and bottle shops, too. They’re competing with grocery stores and online beer delivery services as well.
But that’s about finances; which most breweries don’t look outward when evaluating.
Instead they look inward: Can we support ourselves? Can we keep delivering remarkable beer to guests? Can we do right by our beer and good by our people? Others don’t matter when you’re competing with yourself.
Alas, it’s the lack of competition that I’ve always valued about the beer industry. There’s mutual respect for one another and a general understanding that if there’s not enough shelf space for everyone…build more shelf space.
Seth Godin has written about this same observation with authors. Instead of hating on each other; they purchase each other’s work, offer each other their resources and blurb each other’s books.
Certainly there are other industries to be in that work similar to beer and books. If you’re not happy with the industry you’re in, it might be worth seeking one out.
Not only do you get to do more meaningful work when you’re not competing; you get to feel different tensions and challenges (not easier, just different).
Otherwise, total respect for fighting the good fight of trying to shift an industry that’s based on competition. Put your company’s window next to that company’s door; pair that brand’s shoes with that brand’s shorts.
What’s important is that we don’t stand still in an industry; we don’t let competition force us to comply.
And, in case it’s worth mentioning: this same philosophy applies when you’re looking at what school to attend, what neighborhood to live in, which nonprofit to volunteer at, which street to open a business in, and which online group to contribute to.
Ironically, competition isn’t the path to winning.
Passion for work, a project or home repair isn’t something you’re born with and it can’t be forced upon you.
Loving what you do is always a choice. The choice to see things more deeply, to observe how the actions you take benefit others, to find problem solving fun.
Loving what you do may even be more difficult than what you do; but it’s far more worth it.
Stay Positive & That’s The Path To Doing What You Love
