The Power of Empathy in Product Marketing: A Two-Way Street.

Written By – Temitope Adelanwa

I have been doing marketing since 2015 and in and out of product marketing since 2018. One thing I hear most often is to understand the customer, they have the magic key and listening to them will give you all the insights you need. Now while this is true, I think we might have missed out on extending the same arm of empathy to ourselves as product marketers. I mean you are human too!

Product marketers often focus on conveying empathy to customers, but it is equally important to remember that empathy works both ways. Customers are human, and so are the marketers behind every message line or product launch.

When mistakes happen, as they inevitably do, extending the arm of empathy to yourself as a product marketer means you don’t shy away from them. Instead, you embrace the opportunity to learn and grow.

Humanizing the Screen

With all the analytics and dashboards at our disposal, it’s easy to forget that on the other side of the screen is a living, breathing human being with emotions, desires, and pain points aka ‘The Customer’. Embracing the philosophy of humanizing the screen implies seeing beyond conversion rates and engagement metrics. It involves acknowledging the emotional intricacies of the person interacting with your product or message.

Positioning and messaging are not just about delivering information; they are about establishing a connection. Recognizing the customer as a human first, with emotions, desires, and pain points, paves the way for crafting positioning and messaging that resonates authentically. By leading with empathy, you demonstrate a profound understanding of the real-world challenges your product is designed to address.

The Two-Way Street of Empathy

Empathy is a two-way street, and the understanding that there’s a fellow human on the receiving end is a great way of taking the pressure off when taking a product to market or developing a new strategy. It’s not just about selling a product; it’s about connecting with another human to bridge a gap and alleviate a pain point.

On the other side of the street, extending empathy to yourself means you handle mistakes better. When you encounter a disgruntled customer or face a hiccup in your product strategy, remember that it’s not a failure but an opportunity to learn and improve. Extending empathy to yourself allows you to embrace these challenges, viewing them as stepping stones toward personal and professional growth. It’s the acknowledgement that, just like your customers, you are navigating the complex landscape of human emotions and expectations.

Key Takeaways:

Acknowledge your humanity, embrace your mistakes, and approach your work with the understanding that you are not just selling a product – you are connecting with people.

This dual perspective of empathy, both towards your customers and yourself, creates a holistic approach that not only enhances your product marketing effectiveness but also contributes to a more compassionate and resilient community of users/customers.

All the best to us all!

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