“Is this for me? Would I be happy receiving this?”
“Perspective-taking is the act of perceiving a situation or understanding a concept from an alternative point of view, such as that of another individual.” – Wikipedia.
Before drafting marketing materials or setting out the strategy for an entire campaign, wouldn’t it be great to genuinely step into our customers’ shoes – those people who read, see or hear our messaging?
Apart from their demographic profile or buying patterns, crucially we will need to consider their experiences, daily challenges and aspirations. Our messaging will then resonate on a deeper level because they demonstrate genuine understanding by adding a layer of emotional intelligence.
“Emotional intelligence is the “something” in each of us that is a bit intangible. It affects how we manage behaviour, navigate social complexities and make personal decisions that achieve positive results.” Travis Bradberry and Jean Greaves.
It follows therefore that, only when we truly understand these human elements will marketing resonate, campaigns connect and products meet a need.
Perspective-taking is a foundation that transforms good marketing into strong customer relationships. It’s about moving from “What can we sell?” to “How can we truly help?”
Will innovations like AI helps us with this, or will they – if allowed to run fast and loose – lure us with all too easy solutions and a one-way ticket to Clonesville?!
Heaven forbid. Let’s stand up for individuality and the use of a healthy dose of emotional intelligence.
Thank you for reading.
