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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

Empathy and action are a marketers’ best friend

Consumed => “How to Differentiate Yourself From Your Competitors: What Makes YOU So Different?” by Matthew Grant on Marketing Profs.

=> My value add (i.e., left a comment)…

Spot on Matt. Thanks.

In fact, I think there’s a broader takeaway for everyone, not just the types of situations you’ve referenced. That is, the key is empathy. In order to market your brand successfully you have to be able to put yourself in the shoes of your target (and not leave it up to them to take the time to drill down and sort out the details and differences). You might see 100 differences. But they might see just a couple – if that. The first step is fixing a problem is admitting you have a problem, yes?

Typically that means admitting you might not be as unique as you think you are – at least not in your current form. The long steady run-up of the pre-recession years created a lot of myths and self-absorbed (if not lazy) brands. The brands that can break those bad habits and reinvent their approach (from the inside out) will be the ones to carry on. While those hoping for the return of the good ol’ days are doomed, at best.

In short, empathy and action are a marketers best friend.

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