Feelings? Yes, feelings! Jodi Harris says we should demonstrate deeper awareness and understanding of the positive outcomes and experiences our audience wants. Still, focusing on transactional behaviors we want to drive remains important to today’s marketing. It is true for B2B and B2C.
Marketers need to adjust their content priorities so they can answer the new questions and fill their audience members’ current emotional needs, not just the ones always in play when they are considering a purchase.
Source: Content Marketing Institute, June 18, 2020. Link. Think about the brand’s benefits from a place of shared truth with the customers and create stories where the customer – not the brand – is the hero. Customers then see the business as an empathetic partner that understands their goals and provides the tools to reach them.
INSIGHTS: Every animal health pro has opportunities to acknowledge feelings and emotions. However, empathy does not imply you must feel the same way. Instead, align with acknowledgement and seek “what else?” This lets the customer feel heard and important.