Two Rules for Greater Persuasion
A+E Networks, the massive entertainment network, is no stranger to the use of empathy in communicating with millions of viewers and thousands of employees.
They partnered with Story Vision Video to create an internal promotional video for its Cultivate Career Growth program – and used empathy to persuade and make an immediate connection with employees.
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It was a serious problem. Acme Widget couldn’t figure out why its marketing material they had so painstakingly created wasn’t working.
Let’s see....
“It all began in a small midwestern town decades ago when Widget family patriarch, Acme Widget, built his first widget.”
Yawn. Acme might have been a great guy but, he’s ancient history.
So, what sells better than widgets? Empathy. Making an emotional connection. Relate to your audience from the start.
Acme Widget saw how A+E handled their message, and did the same.
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They came up with a new opening pitch.
“Acme Widgets solve your connectivity problem,” got to the point much more quickly and provided the start of empathy; that Acme Widgets understands it's prospects have a problem and has a solution.
While the overall performance of your products can cement a long-term business relationship, don’t overlook the value of empathy to jump-start that relationship.
Rule 1: Empathy fosters improved communication and stronger relationships.
While you’re at it, go one step farther. Wrap your marketing message in an attention-holding story will take your message farther. That's just what Acme Widget did:
“Bob’s a plant manager with a problem: his assembly units work well, but they don’t always connect with one another. He’s liable to end up with lines either log jammed with too many parts or running empty from too few parts because the lines aren’t synced. There’s no connectivity. And Bob’s boss is mad.
“Enter Acme Widget – the connectivity Widget that keeps lines in sync.
“Bob installs Acme Widgets. His lines are connected, in sync, running efficiently, and his boss happy. Bob’s a HERO!”
Wrapping your B2B marketing message in an empathetic and attention-catching story will supercharge your message.
Rule 2: Empathetic stories increase attention, credibility and retention.
In other words, marketing with a great story (also known as “story selling”) helps capture more viewers, increases credibility and trust in your brand, and is remembered much longer.
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Need help with your message? Call us! 414-405-8197
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