Hi there, if you’ve seen my videos about the benefits of having a mentor you will know that I have access to weekly webinars through one of mine. If you havn’t seen them then get over to my YouTube channel and Facebook Page and watch, like and subscribe! These webinars are valuable in so many ways and I want to share that value with you, so today’s post is about what I learnt in last weeks webinar; Audience empathy.
In the online marketing world, especially with digital marketing we engage in a process that is called ‘direct response marketing’. This means we want our marketing efforts and strategies to elicit a direct response from the people who see our adverts. These people are our audience. The best way to get a direct response from our audience is put adverts in front of them that they can relate too and resonate with. The best way to do this is put yourself in their shoes, or have empathy with them.
If you can understand the people in your audience and have a good idea about what their issues are, what they are struggling with and what they are trying to achieve, then you can design your adverts so that really ‘speak’ to your audience. Great marketing is all about emotion and making people feel like you know exactly what they want or need. Empathy is the best way to achieve this and if you can get it right it can be a very effective strategy for your business. If people resonate with what you’re saying and marketing, they will pay more attention to you, they will begin to trust you and then if you’re selling what they want or need, they will buy from you.
So, its all very well saying this but how do you actually do it? Easy, research. Your research will focus on 2 areas. Firstly on your audience themselves. You need to find out what they are having problems with, what they are struggling with, what they need help with. The internet is the best place to do this research. Depending on your niche, you need to go to the places that your audience hangs out. Go to forums and chat rooms (if they still exist) that relate to your niche and read what’s going on. Look for common themes and topics that come up.
Do the same with popular blogs in your niche, and go through the comments at the bottom and again look for things that keep cropping up. This will give you some ideas on how to structure you ads. A really good tip is to try and use some of the same words and phrases that you see in the blogs and forums, in your own adverts so you can really demonstrate you understand your audience’s needs.
Once you have this information, then do a bit of research on other people’s adverts. If you follow particular people who are successful in your niche, see if you can find their adverts that you know work well. Then try and create your adverts so they are similar. SIMILAR, not exactly the same. Take the basics of their ad and put your own spin on it plus the information you have gathered from your audience research.It can also be helpful to look at places like YouTube and Facebook for adverts that have been around for a while. This is usually a good indicator that they are successful.
So this is what is meant by the term Audience Empathy and how you can use it your advantage and offer the best value to your potential customers. I hope you have found this useful, please leave a comment and let me know!
Bye for now 🙂