“Empathy is simply listening, holding space, withholding judgment, emotionally connecting, and communicating that incredibly healing message of you’re not alone.”
–Brené Brown, University of Houston, University of Texas
One of the most effective ways to create an engaging marketing message – one that directly appeals to your ideal clients – is to lead with empathy combined with authority to lay out the journey that the client can take with you.
What do I mean by ‘lead with empathy’? To build on the above quotation, you’re talking about their situation, their needs, and their goals (sounds like coaching, no?) in order to demonstrate an understanding of their individual pressures, feelings, frustrations, and needs… Leading with empathy is the best way to begin building trust. And trust attracts coaching clients.
The key is that you’re not trying to sell, persuade or even influence (let alone manipulate). Instead, you’re showing how you can help them and then inviting them to either signal their interest or give it a pass if it’s not for them.
These three components – empathy, authority and journey – is a very client-focused way of setting out your stall. In essence, it’s marketing that makes the client feel seen, heard and understood.