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Empathetic marketing is having a moment. But really, this trend has been a long time coming. Buyers today are savvy, everything is available online, and they have no patience for brands that don't understand them or their needs. My guest today, Tim Leon, coined the term Return on Empathy and talks about all that companies gain when they engage in more empathetic marketing tactics.
We discuss what empathy marketing means, why marketers should embrace it, and how it applies equality to B2B as well as B2C brands. We share data that shows why buyers are choosing empathetic brands, and why this is not just a trend, but a transformative moment in how we market and sell. And finally, we share actionable strategies to inject more empathy into your marketing - not least of which is understanding where marketing's limitations end and your culture, leadership, and policies need to also become part of the effort.
To access the episode transcript, please click on the episode title at www.TheEmpathyEdge.com
Key Takeaways:
- Ask customers what challenges they’re facing, not just what they think about your product or service. You’ve got to go deeper to better understand and empathize with them.
- Now more than ever, the companies that portray ads that promote well-being and comfort are the companies that people want to do business with. They don’t want a hard sell, they want to feel good about the brands they’re working with.
- You have to sell to people, whether you’re working B2B or B2C. People want authenticity and empathy from the organizations they work with, no matter what industry they’re in.
"Return on Empathy means if you're delivering empathy authentically and honestly, you're building customer loyalty and protected market share." — Tim Leon
Episode References:
- Geile Leon Marketing Communications Return on Empathy white paper: https://bit.ly/44MiSrY
- PepsiCo/Ipsos Mori research study on empathy and brands
- Denise Roberson: Mistakes Leaders and Boards Make When Thinking About Purpose
- Lisa McLeod: Selling with Noble Purpose to Win
- Phil Preston: Profit with Purpose
- Emily Vernon: Are You Gathering the Right Customer Insights?
- Sandy Thompson: How to Make People Fall in Love with Your Brand
About Tim Leon, President, Geile Leon Marketing Communications
Tim Leon is the President of Geile Leon Marketing Communications. The firm was founded in 1989 and has served clients locally, regionally, and nationally. The firm is celebrating its 34th year in business and is located in The Hill Neighborhood of St. Louis, Missouri, Tim's role at the agency includes brand strategy/planning for clients, new business development, and a host of other duties that come with owning a small business!
Connect with Tim Leon:
Geile Leon Marketing Communications: geileon.com
LinkedIn: linkedin.com/in/timleon
Facebook: facebook.com/GeileLeonMarketingCommunications
Join the community and discover what empathy can do for you: red-slice.com
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Connect with Maria:
Get the podcast and book: TheEmpathyEdge.com
Learn more about Maria and her work: Red-Slice.com
Hire Maria to speak at your next event: Red-Slice.com/Speaker-Maria-Ross
Take my LinkedIn Learning Course! Leading with Empathy
LinkedIn: Maria Ross
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