Last Friday evening I was in a tizzy and very scared about a gnarly, personal situation I had to deal with urgently. I called a friend to talk it over.
First she asked what happened. Then she started offering me solutions.
A few minutes into the conversation I was feeling squirmy even though her solutions were very practical and doable.
My unease was because she jumped right into the solution without any empathy or understanding of what was going on with me. I didn't feel heard and because of that, it was hard for me to consider her ideas.
That's what happens in our marketing messages too when we jump right into offering a solution without taking the time to acknowledge what's really going on a human level. Then things go wrong because we miss making the deeper connection that lets people know we care about them.
One of Stephen Covey's 7 habits of highly effective people says: "Seek first to understand and then to be understood." The prayer of St. Francis of Assisi expresses a similar idea. One of my mentors said: "Join the conversation that's going on in the heads of your potential clients."
Empathize. Show you understand. Then offer your solution.
All good wishes,