Stand Out From The Crowd Through Empathetic Marketing

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"People will forget what you said, people will forget what you did, but people will never forget how you made them feel."- Mya Angelou

According to Dr. Mark Ingwer, the author of  Empathetic Marketing, understanding consumers core emotional needs will help you grow your business and develop loyal customers.  Empathetic marketing means to make your clients feel like they are worth more than a dollar sign. It also means you are willing to go the extra mile, even when it is not necessary.  If you want to become an empathetic marketer, it requires you to demonstrate your ability to build an emotional connection with your clients and show them that you care. As a result, your clients will feel like you value them as individuals, as well as, the relationship you developed with them.

Gary Vaynerchuk has a powerful story about empathetic marketing, which inspired me to write this article.  For Gary, "the best marketing strategy" is to care.  Gary shared a story about how it took him 2.5hrs, during a snowstorm, to deliver a package for a customer that was worth $45.00 while his company was making about $40,000 an hour.  Although the customer did not express appreciation for his extra efforts, this experience helped his company establish its competitive edge.  According to Gary,  “when you give more than you take you have leverage for life”.  When you invest so much in others, you can expect to get more than what you want when you need it.  In business you will get what you put in.  Sowing good seeds as an entrepreneur, will eventually bring you dividends. 

Be willing to go the extra mile even whether or not you will receive a return on your investment.  Do the right thing when no one is watching.  Be kind when it is difficult.  This is how you build a solid reputation for your business and strengthen your brand.   When your clients know that you care, they are usually eager to do repeat business with you or will recommend new clients. 

My beloved and late mother, who passed away in 2016, was the queen of empathetic marketing.  She truly understood the power of investing in people. As an innate nurturer with a heart of gold, who was the CEO of a tutoring business, she consistently showered her clients with advice, compassion and empathy.  As a result, her business grew based on referrals, not traditional marketing or advertising.  She also produced excellent results for her clients and built a solid reputation.  My mother had a loyal clientele that most entrepreneurs crave.

In a society where there are so many people who care about themselves and how they can use others to get ahead, it is very refreshing to find an entrepreneur whose mission is to help others with no expectations of making a sale. People love to feel validated and appreciated. When your clients know you appreciate them, you will certainly generate repeat business.  A great product or service speaks volumes, whether or not the person behind it has empathy, but entrepreneurs with big hearts are trend setters and legacy makers! 

People are inspired by business leaders who are courageous and compassionate.  The world is waiting for entrepreneurs who have "heart" and are not caught up in solely making profits.  The most successful entrepreneurs solve a problem, fill a void in the market place or produce a product that everyday people need.   

Empathetic marketing has to be done with balance. It is important to be mindful of people who do not value your business or respect your worth. This can make you vulnerable to those who will consciously or unconsciously take advantage of you. Protect your brand and be selective about who you do business with.  If you view kindness as a strength and not a weakness,  you will keep pushing forward in spite of a bad client or business deal that went wrong.  Mistakes and bad experiences are unavoidable but if you are determined to grow your business, you will overcome common challenges that many entrepreneurs are bound to face.

As long as you maintain a strong work ethic, commit to integrity, compassion and consistency,  people will be eager to do business with you.  When your product or service is high quality and you have the right business systems in place, making a profit is inevitable! If you desire to make a difference or leave a legacy, consider using empathetic marketing.

By: Stacey Berry , Founder Bstellar Consulting Group

Twitter and Instagram @bstellargroup

The Art Of Team Building

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Many people will agree, it is fun to collaborate with those who are easy to get along with.  What about collaborating with difficult people?  Your ability to get along with difficult people is essential for your success in business. You cannot avoid it.  You are bound to come across clients, co-workers or employees who are challenging. This could include people who do one or all of the following:

  • Underestimate your intellectual ability

  • Insult you or take advantage of your skills

  • Spread false information about you and your company

  • Refuse to pay for services you provide

  • Steal your intellectual property

  • Test your character;  The list goes on!

How you chose to respond to these types of people will either help or hurt your business. It will either strengthen or weaken your relationship with them.  You should not allow difficult people prevent you from doing your best.  Find ways to work with difficult people with the foal of building a team based on their skills they bring to the table. In order to expand your business or advance in a company that you work for, you will need the skills of those who are easy to get along with and those who are difficult people. Let wisdom be your guide and take the high road.  This is a great way to show your level of maturity.

Surround yourself with people who respect you and value your business.  There will be those who try to destroy your business but it will be very difficult if you put the right safe guards in place.  Be selective with you who put on your core team.  Select loyal people who truly have you and your company’s best interest at heart.  Select people who have a strong track record of helping other entrepreneurs grow their business or advance in their career.

Seek help from creditable entrepreneurs and assess who is on your team. Make referrals to entrepreneurs who produce high quality work and are reliable.  A bad referral will reflect badly on your business and make you appear untrustworthy.  

Give more than you take by sharing ideas and resources with others. Be mindful of those who only take and give nothing in return.  Focus on what you can bring to the table and show how you can add value to others.  Avoid taking anything personal  and hold no heart feelings.  Expect mistakes to happen but be quick to let it go and move on.

Build relationships by connecting people the right people together is a key part of being a team builder.  Team builders are great at connecting the dots. They are knowledgeable in specific subjects and enjoy sharing knowledge with others.  The ability to understand how different dots connect or work together, requires bringing the right people with the right knowledge or skill set to the table.

Collaboration is an essential component of team building.  For example, when I planned a health conference for one of my clients, my focus was to bring together a wide spectrum of professionals, such as, doctors, nutritionists, skin care specialist and other health groups.  Our common goal was to raise awareness about the factors that contribute to breast cancer and explore ways to minimize the risks.  

Some people avoid collaborating with others because they fear their ideas will be duplicated or stolen.  Fear of collaboration will block you from growing as an entrepreneur or professional.  Each person has their own DNA, perspectives and ideas that can add value to what you do.  Once you improve your collaboration skills you will become a stronger team builder.   

Many entrepreneurs work in silos with no support systems in place.  This can be frustrating and lonely.  There is no need to try to do to all alone.  This will make it hard for you to become sustainable and profitable. Connect to support groups for entrepreneurs like Hub Inc or Toronto Business Enterprise.   

When you work with others and build strong alliances, you will expand your client base, marketability, and strengthen your credibility.  

Remember there is no "I" in TEAM  As the saying goes “Together Everyone Achieves More.”  If you desire to leave your mark on this world, master the art of effective team building.

By Stacey Berry, Founder of Bstellar Consulting Group

Twitter and Instagram @bstellargroup