“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.
As a coach it’s likely that you have 2 sources for your position of empathy:
- You may be coaching a version of your form a few years ago, so you have lived experience of their situation and journey
- You may have worked with, supported or been amongst people like them for many years so you have a lot of first-hand experience
Where ever you source your empathy from recognising that this position puts you in a unique position to guide them, and this isn’t the case for a lot of other people or even other coaches.
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.