You’ll never be the target you’re after.
No matter how closely you identify with them, you’re not them.
You can be an intermediary for them, though.
You can listen to the words they use and share them back.
You can listen to the narratives each one is telling themselves about your product or service and adjust it accordingly.
You can listen to the emotion behind the words they use when they talk about your brand.
You can listen and, with empathy, direct them on the path that leads to a win-win for you both.
Doing any marketing without listening, though? Ha.
Stay Positive & Meet Them Where They Are
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Garth Beyer is a Certified Cicerone®, Senior Content Specialist at Encompass Technologies, owner of Garth's Brew Bar and a Madison-based freelance writer.
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