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The Empathy Effect: Empathize with Your Customers, Build Client Relationships

A couple of years ago, I set out on a month-long, cross-country camping adventure with only the camping gear that would fit in the back of my SUV. I am incredibly frugal by nature and will do the most I can with the least amount of “stuff,” especially when traveling (Check a bag? Yeah right!). With that said, when it comes to camping, I am not one to have the latest gadgets. Being from coastal North Carolina, I thought I knew the true meaning of “rural.” I have always used my modest (cheap), rechargeable camping lantern, and until recently, it had always been enough. During this expedition, I learned that you don’t know “rural” until you have driven 100 miles without seeing another sign of human life. When I set up camp the first night in Montana, I could not see my hand in front of my face – it was a new level of “dark.” My puny, little camping lantern was as useful as a John boat on the Deadliest Catch.

I made it through the first night with my now useless lantern and went directly to the first outfitter store I could find the next morning. I began to tell the store associate my dilemma, and he immediately said: “boy, have I been there before.” He then proceeded to tell me of his camping fiasco in Alaska, where his lantern broke, and he got stuck in the middle of the klondike with nothing more than a lighter. I instantly felt safe and relieved that he could relate to what I needed, and knew how to help. He recommended the Coleman Dual-Fuel 2-Mantle Lantern with over 700 lumens of light power!! 

His empathy in my situation quickly built my trust in him and his recommendations. 

There are a lot of discussions these days about using empathy in your content. “Empathy” is not a new fad that you should apply because that’s what the experts are telling you to do. Empathy has the power to make your client feel less alone. When creating content, put yourself in your reader’s shoes – this will allow you to relate to their problem, and write in a way to solve it. It is essential to listen to your client. Not only when they are talking, but also to what they are posting online.

Take the time to learn your client and do not assume their issues; listen when they tell you their obstacles.

It is crucial to create content that is valuable to them, which in some way, betters their lives. Allow your readers to see your personality, present to them an inside look into what it would be like to do business with you.  

Remember, empathy has the power to make your client feel less alone. Most of the time, that’s all they need to get the help your product/service provides.

Your content doesn’t always have to be a 1000 word article about how compassionate you are. Sometimes it could simply be a “before and after” photo of work you have done, that has drastically changed your client’s life for the better. You want to create content that allows your potential clients to envision themselves using your product or service. You should have a marketing agency or consultant that can deliver your message to the marketplace and give you the tools you need to connect with your audience. 

Schedule a free consultation, and we will help introduce your ideal client to all of the extraordinary advantages of doing business with you!

Blake Crawford

Blake is the Creative Director here at Greenstone Media. He helps companies tell the story their customers need to hear. When he isn't working, Blake enjoys hiking, playing guitar, and writing songs.