I always teach that you need to get people to know, like and
trust you before they will buy from you.
Dealers constantly ask me what can they say or do to make this happen.
One of the easiest ways to get people to know, like and trust you is to use
empathy. Wikipedia describes empathy as “the capacity to recognize and,
to some extent, share feelings (such as sadness or happiness) that are
experienced by another.”
In the world of marketing, it is our ability to empathize with our potential
customers to help establish trust. Do not confuse empathy with sympathy.
Sympathy is to feel sorry for someone. Typically, that is not what people
want. People want empathy – they want others to understand how they’re
feeling, and the reasons behind why they feel that way.
The power of empathy cannot be overstated. Marketers use empathic
language all the time, and I encourage you start using it on your website
and in your emails to your list.
Empathizing with your prospective buyers is the quickest way to establishing
trust. You have to put yourself in their shoes. You must understand and
convey how it feels to be helpless in a dangerous situation, the possible fear
and humiliation, the anger, and all the other feeling that people have if they are
concerned about not being able to defend themselves or those they love.
It’s powerful stuff, and if you can speak empathically to your site visitors,
you will create a quick connection that will get people to know, like and
trust you…AND buy from you!