With the recent passing of my beloved canine companion, I've been submerged into a world of sympathy and empathy. Yes, there is a difference in the words. At least it 'feels' like a difference. There are dog lovers who understand the loss, sharing empathy. They can remember how empty and quiet the house is once the food bowls have been removed - no more sound of lapping up water. No more clickety-clack of excited paws. No more protective, yet friendly greeting for the mail carrier every day. The routine has been lost and is it quite uncomfortable for some time. Then there are the people without pets who can only have sympathy to the sadness I must be feeling, but cannot relate to the specific hardships I am experiencing.
As may be obvious by now, I have been in a reflective mode lately. But getting back into marketing mode has me still thinking. Most of us are selling products or services that help resolve a painpoint of a customer or something to make their lives/work/hobbies easier or more enjoyable. You may think what you are selling is the best thing since sliced bread, but how you present it to the customer makes all the difference. Trust me. Do you want to be thought of as a trustworthy expert? Then read up.
You need to show customers that you understand the specific hardships or obstacles they are experiencing and how you came up with the (best) solution. Put yourself back in their world by addressing the same fears and questions that you had before your brilliant idea hit the market. Cool features and add-ons are nice. Every kid (influencer) loves a horn (cool feature) on their tricycle. But what sells the tricycle is addressing the concerns (gaining trust) of the parent (purchaser).
Relate to your customer's point of view. Gain their trust. Show them the cool features. Then gain their business. Don't skip this critical step.