Any search into how to define your target audience will eventually get you to understanding their pain points. If you begin to dig into the concept of pain points you will find a lot of information on how to address the pain points your current and potential customers are experiencing. However we believe the discussion needs to go a little deeper. While it is important to understand your target audience, their pain points, and be ready to state how you address those pain points; to create a lasting connection you must show you truly understand the impact the struggles your current and potential customers are experiencing.

In other words, you have to show empathy.

Five Ways To Show Empathy

The definition of empathy is the ability to understand and share the feelings of others. Empathy can be a very powerful tool for a marketer because it illustrates to your audience that you truly understand and care about the problems they are having. Because of this they will begin to trust you more and eventually become an advocate for your business.

Here are five ways you can show empathy while marketing your business:

• Be a broker of information – Being a broker of information means you are willing to share your knowledge and experience with other in order to help them make better decisions regarding their pain points. This is the essence of being a resource and the first step to showing empathy.
• Share reviews – set them at ease – It is one thing for you to say how great you and your organization is. It is another for someone else to do it for you. Put potential customers at ease by letting them know you can address their pain points because you have done the same for others in their same position.

• Admit when you are wrong – Organizations are made of people and people are not perfect; therefore no business can be perfect. Mistakes will be made so apologize and look to make it right. Accepting responsibility will show you understand their position and are truly interested in providing a solution.

• Develop strategic and community partnerships – No small- or medium-sized business can address all the pain points their customers experience. Creating strategic or community partnerships will further establish yourself as a resource because you will be able to recommend others to help when you are not in a position to help yourself. Bonus: your partners may also send you leads.

• Be available when needed (chatbots, phone, email) – We live in an on-demand society. People are used to getting the help they need when and how they want it. While you may not have the resources or desire to ALWAYS be on the ready, look into ways you can still provide information. Whether it is chatbots or a message letting people know when they can expect to hear from you, addressing a question in the moment helps your potential customer better understand how you are able to help.

Marketing is all about creating a connection with your target audience. You want them to engage with you and your content in some fashion. There is no better way to start building that foundation than to be a resource and showing your empathy.