Understand Your Buyer > How to connect with your buyer  > The Empathy Effect

What is it?

The Empathy Effect states that we feel more connected to those who understand our situation.

 

Why does it work?

It works because we feel connected to those who seem to understand and empathise with our situation. That being the case if as the seller you can demonstrate that you understand and empathise with your buyer, you are likely to trigger this connection and thus increase your chances of making the sale.

 

How can you use it?

Recognise the needs, problems and circumstances of your buyers. Identify and communicate about their feelings, hopes, dreams and fears to demonstrate your level of understanding and empathy.

 

Example

In adverts for Always – a sanitary product – they talk about “the gush” which is a relatable moment for women on their period. Using this seemingly controversial term, coupled with the facial expression below provides a sense that the people and Always understand the challenges their buyers face.

 

 

See also

• The Story Effect
• The Relatable Moment Effect

 

 

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