Empathy and The Art of Marketing

An important part of what ‘marketing’ does is educating and persuading. Marketers always point out needs or pain-points, and then illustrate the merits of their products and how well-suited they are to solve those problems.

Have you ever seen a promotion for a product and thought, “Who needs it?” or “Who has that kind of a problem?” The world is full of “solutions” looking for problems to solve… Too often sellers seem to have ‘blinders’ on and forget to look at things from the potential customer’s point of view.

In order to successfully persuade someone and make them agree with you through reasoning, you must first be able to see and understand things from their point of view – You have to empathize with them.

If you can understand the feelings of your target audience, be aware of their position, be sensitive to their experience, and understand the way they think; then your marketing efforts will be more effective. Successful marketing campaigns, and for that matter effective sales pitches, are ones that empathize with the potential customer.

For this very reason, proper marketing planning includes research of target audiences, segmentation, profiling buyer personas, and illustrating the buyer’s journey. All of these are intended to get closer to the customers and better understand them.

If you would like help with seeing things from your potential customer’s point of view to sharpen your marketing message, call us – we will be happy to speak with you about it, without any obligation on your part.



Duke Merhavy, MBA, Ph.D.
President & Chief Marketing Officer

What Is Fractional CMO & Marketing?

Fractional CMO & Marketing is ‘Your Smart Marketing Formula’ when you need expert marketing leadership and marketing services to accelerate growth and improve profitability, but you’re not quite ready to hire a full-time Chief Marketing Officer or your own marketing department

Our unique arrangement is the most efficient, innovative, and cost-effective formula for you. Click on the image on the right to watch a short video.


Marketing Lingo: “Drip Campaign”

A drip campaign is a direct marketing strategy in which marketers send out a series of messages (often, emails) to nurture customers, prospects, or leads through the marketing process (or ‘Buyer’s Journey’).

Drip campaigns might include (but don’t have to include) the following elements:
– Based on pre-written copy for the series
– Sent at regular intervals
– Based on ‘triggers’ (i.e. if recipient did “X” email “Y” will be sent)

‘Marketing Lingo’ is a regular column in which we define, or otherwise explain, terms often used in marketing but not necessarily correctly or properly by some


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