The key to marketing success

If I had to name one aspect that impacts marketing success the most, I’d choose empathy.

You’ll never be able to be in your audience’s shoes, feel exactly what they feel, think exactly what they think, mimic exactly their worldview. But you can use your imagination to fill the gap, in order to create the kind of marketing that will serve your audience.

A good exercise is to imagine imaging why people who do not buy from you choose to do so and why for them this might be the right choice. It’s easy to say “they just don’t get it”, much harder to empathise with the reasons for their choices.