You're not marketing to consumers or to a "target market". You're making connections with and helping humans.
If you want to connect with those humans, you have to understand and empathize with them.
What are their dreams, hopes, and goals?
What are their fears, worries, and concerns?
What keeps them up at night?
What are they longing for?
What are they struggling with and stressed about?
What would truly bring them peace and comfort?
As a marketer, it's important to understand/remember that your audience is full of real, living, breathing human beings…
They have heartbeats.
And stressors.
Challenges.
Woes.
Wishes.
Feelings.
Emotions.
If you want to effectively and consciously communicate (market to) your audience, the first step is: Empathy and Understanding.
Do you love and care about these people you say you want to serve and support?
You're probably thinking: yes I do.
But, if you say you love and care about your customers, how can that be true unless you truly understand them and empathize with them?
In 2017, I read a book by Thich Nhat Hahn (legendary Zen Buddhist teacher) called "How to Love".
At the heart of Nhat Hanh's teachings is the idea that “understanding is love's other name”.
He says: “Understanding someone's suffering is the best gift you can give another person. Understanding is love's other name. If you don't understand, you can't love.”
Anyway, love (understanding!) is a marketing strategy.
Probably the best one there is.
So many people think marketing means: selling.
Which creates a lot of pressure and anxiety. But when you remember that marketing just means to love and help people, it's a lot easier to do.
If you want to be a mindful marketer, read: How To Love. You can grab it here.
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