Why it pays to walk in your customers’ shoes

Before you say it, do it, print it, record it or announce it—find a way to see it from your customers’ points of view.

We often make the false assumption that all consumers see and experience things exactly as we do.

Here is some pushback against marketing tactics that lack empathy:

• Do not take me to your sales page after I unsubscribe to your online newsletter. Instead, take me to a page that confirms that I’ve unsubscribed. I want to be reassured that you got my message, not pitched an alternative product.

• Do not keep talking if I interrupt your uninvited sales call with a polite, “I’m not interested.” Gracefully accept my answer and hang up.

Are you shaking your head at the silly people who commit such breaches of courtesy? Consider a few more examples:

• When I walk into your store, make sure your sales people don’t swarm me from all angles. There’s a fine line between being helpful and hovering. Many sales associates have not been taught the difference.

• When you send a press release, don’t immediately call or email reporters to see whether they’ve received it. If they want to cover the story, they’ll call you.

• When you get a new fan/follower on social media, don’t send her a bunch of direct messages or sales pitches. Ask questions, or share helpful tips.

Bad marketing boils down to bad manners. Many of the above examples could have been avoided if marketers had asked, “Would I want to be treated this way?”

RELATED: 10 Ways to Get Employees to Open and Read Your Email.

Marketing campaigns should be created with your audience in mind. Ask yourself these questions before your next campaign launch. Will your audience…

• Find this useful/helpful?

• Be inspired or encouraged by this?

• Feel that you understand them?

• Pass this on to someone else?

• Learn something or be reminded of something important?

• See a new opportunity or a solution to a challenge they’re having?

• Be grateful you communicated this?

If you can’t answer “yes” to most of those, ask this final question:

Why would I think this is going to be effective?

If you’re still stumped, or you’re scraping the bottom of the barrel for the answer, perhaps it’s time to start over.

Drew McLellan is an author and national speaker and has owned McLellan Marketing Group since 1995. A version of this article first appeared on his blog.

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