Empathy is the key to effective marketing. You've heard that here before. But what is really going on in the brains of savvy buyers, and how can we tap into that - not to manipulate, but to connect and engage with what they need and who they want to be?
Today, Rai Cornell shares her unique journey, including being a psychologist in the prison system. We discuss how to appeal to today's savvy buyers and why everyone is a skeptical buyer. We talk about the mistakes companies make when they "pitch” and why 70% of the sales process is actually done before the salesperson does that pitch. And some examples of effective tactics and campaigns we've both seen. And a real treat today: you know the old marketing adage of helping prospects know, like, and trust you? Rai breaks down HOW to achieve each of those steps by taking about the brain's neurotransmitters and the chemicals activated at each stage, so you can best engage your audience at each step. And we discuss the ethics of empathetic marketing and how to avoid manipulation or coercion at all costs, as well as the importance of internal feedback loops to consistently practice empathy with your customers.
To access the episode transcript, please search for the episode at TheEmpathyEdge.com.
Key Takeaways:
"Be altruistic. Understand the situation. This is where empathy comes in. You have to understand the situation that they're in before they want to buy your solution." — Rai Cornell
Episode References:
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About Rai Cornell, CEO, Cornell Content Marketing:
Rai Cornell is the CEO and Strategic Marketing Consultant of Cornell Content Marketing. Rai helps B2B businesses become thought leaders by creating long-term demand-generation strategies and eliminating costly and unnecessary short-term, manipulative tactics like ads. Rai's marketing approach is psychology-driven to ensure businesses attract pre-qualified, emotionally engaged buyers.
Connect with Rai:
Email: rairose@cornellcontentmarketing.com
Cornell Content Marketing: cornellcontentmarketing.com
LinkedIn: linkedin.com/in/raicornell
Connect with Maria:
Get Maria's books on empathy: Red-Slice.com/books
Learn more about Maria's work: Red-Slice.com
Hire Maria to speak: Red-Slice.com/Speaker-Maria-Ross
Take the LinkedIn Learning Course! Leading with Empathy
LinkedIn: Maria Ross
Instagram: @redslicemaria
Facebook: Red Slice
Threads: @redslicemaria
