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Before I get started, just have a think about the businesses you deal with that you feel you have the best relationship with and feel most loyal to. I bet they will have at least one of these traits:

• They take good care of you
• They go that extra mile for you
• They seem to always understand you
• They appear to genuinely appreciate you

In other words, you value them because they have empathy with you.

The trouble with too much marketing today is that it is cold and impersonal. It is about what the business wants to sell to you, not about what you want as a customer. It comprises a series of sales pitches, gimmicks and special offers.



What it lacks is empathy with its potential clients and customers. It fails to appeal to people as individuals so it fails to connect with them.

What I am saying is that you need to understand and care about your market, your clients and customers. More importantly, your marketing needs to make sure that they know that you care.

Take a personal approach to show that you care and you will feel the positive feedback that makes all the difference.

If you’d like to know about more marketing ideas and how I can help you grow your business then give me a call on 01452 864402 for an informal preliminary conversation.

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