Episode 4: Empathy Makes True Connection Possible
As an Aspie kid, empathy wasn’t something that naturally fell into my wheelhouse growing up, but over the years I’ve read lots of books, observed lots of people and made lots of mistakes. I am still working on this skill but I know it is possible to develop a sense of empathy with willpower and practice.
In today’s show, Media and Marketing maven Michelle Falzon and I dig deep into empathy and how it can be used to connect with people in a business context. Of course, these lessons can be applied regardless of what context you apply them in, but empathy is not often talked about in the marketing space, so I was intrigued by Michelle’s take on this.
Michelle is the founder of strategic content marketing agency We Are Content and the co-host of the Content Sells podcast. With more than 25 years experience in marketing and communications, Michelle has worked with authors, speakers and a host of other thought leaders in the digital marketing space, to help brands position, package and promote their content in a way their tribe will LOVE.
Where To Find Michelle
- Communication is just a means to connection. Empathy is an important part of being connected to others.
- Everything begins with understanding the customer, having empathy with the person you’re trying to serve.
- What are the conversations that are going on in someone’s mind that they’re not talking out loud about?
- The more we can speak to peoples’ hopes and dreams, the more we can connect with them.
- Empathic campaigns. If that sense of connection is there, people look past the missing elements.
- If we’ve got something we know is really going to make a difference in their life, then I believe, if I’m really connected to that person then my best act of service is to convince them to buy.
- “The transformation is in the transaction” James Wedmore
- If we’re passionate about it, we need to be bold and confident in that message.
- Oftentimes we go blindly forth, just because everybody else is doing it.
- When you do understand your ideal client, you really have a good understanding of who that is but also, who it isn’t. It’s okay to polarise people.
- Be clear on who you serve.
- I tend to catastrophise things at 4 o’clock in the morning. I ask my clients to be their ideal customer at 4am through a guided meditation.
- What thoughts are randomly coming into your head?
- What happens is we still impose what we think until we get to that open, connected place.
- From Words That Work – Frank Luntz
- “The key to successful communication is to take the imaginative leap into the shoes of the person you are trying to reach.”
- If we can show our ideal clients that we are with them on their problems and dilemmas, we will reach them.
- It’s great to give our audience the problem they can identify with but also how we moved away from that and turned things around.
- Being open is such a better way to live.
- Mentions Jeff Walker – Have the presence of mind to know when you’re stepping into alien territory and admit you don’t know everything.
- There is this illusion of separation. Empathy helps us to remember that we are all connected.
- Theresa Wiseman, a nurse who studied empathy developed four attributes of empathy: If you want to be empathic the first quality is this ability to take the perspective of someone else, and the second quality is that you stay out of judgement when you take that perspective and the third is that you recognise the emotion in others. A lot of the time we don’t have our antenna up for that. The fourth quality is that we’re really able to communicate that.
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