So I can lead with the passion the whythat drove us to create this solution and then I can talk about the capabilities of the product. . Upgrade empathy to compassion Let s face it the marketing term empathy sometimes has little to do with what the word actually means. While we may strive to really feel someone else s hopes and fears it s usually in the service of conviction rather than connection. Compassion is more than walking a mile in someone s shoes.

It is a genuine desire to help them - to relieve suffering bring joy and help them succeed. Do you care if the people you market to promote mobile number list more timespend with their kids finally afford to buy a starter home and so on? If you can show that you have genuine compassion for your audience in addition to the solution you re offering you re much more likely to make a connection. Upgrade authenticity to vulnerability This is a tough one. Even with behind the scenes content they tend to present a highly sanitized version of the company.

If you admit a mistake or share an obstacle you had to overcome do you lose people s trust in your brand? Absolutely not. You write to people who experience hardship and make mistakes. You make a better connection if you show that youbrand also consists of fallible people. There s nothing more authentic and transparent than a complete look at the issues your business faces and the ways you try fail and ultimately succeed. . Upgrade Thought Leadership to Humility Ask them to do you a favor.