Empathy in Marketing

Why does literature matter?

When I was a teacher, I had to be ready for this question. Sadly, many approach education with an bias against the humanities. After all, how can reading books pay the bills?

The truth is that literature helps to cultivate a secret power, without which marketing will fall flat: empathy.

Literature helps readers understand the perspectives of others. As Atticus Finch famously said in To Kill a Mockingbird, “You never really understand a person until you consider things from his point of view . . . until you climb into his skin and walk around in it.”

Effective marketing at its core is about viewing the world from another person’s perspective. Imagine your ideal client. Before you plan how to market your business to them, you must first imagine their needs, frustrations, and pain points. Then, consider how your business can meet these needs. What benefits can your business offer to alleviate the challenges your client faces? Marketing fueled by empathy and a little imagination not only creates conversions, but also builds a business founded on service.

Cultivate this quality in your business, and you’ll find that reading books pays the bills after all. And maybe find a former literature teacher to help write your copy…