There’s real art and science in creating empathic marketing campaigns as though you are talking to your client face to face…
Imagine you can step into their shoes and really feel their pain, see their footprints and the obstacles stopping them in their tracks, and speak to their emotions, because most decisions are made irrationally…
In this article we’ll explore how to Create Compelling Campaigns to Really Speak to Your Client.
You’ll want to grab a pen and paper and take good notes because this is vital stuff!
Imagine this scenario…
What if…
1. You practice instant empathy until you really understand your client’s worldview.
2.You practice becoming more creative for 15 minutes every day.
3. You practice applying your creativity to solve your client’s problems.
4. You design a step by step process to take your client from where they is now to where her problems are resolved and their core desires are fulfilled.
5. You test the process to verify it works and produces the result you predict.
Sounds too goods to be true?
Know how you feel, because I felt that way too until I figured out the key to apply my creativity to step into my clients shoes, solve her problems and fulfil their core desires, it’s called your “Creative Process”.
What I’m about to share with you is an overview of the exact same system I used to help Anton Sullivan apply his creativity to place more engineers in temporary contract positions and once you know what to do I’m going to show you exactly how to do it!
“Thank you Graham, there was a reason why I chose you at the time of booking, my gut feeling said so. I was proved right and you have proved me right. I feel very confident that with your guidance I will have the tools to be where I want to be. Thank you.” Anton Sullivan.
Here’s the strategy …
You practice instant empathy until you really understand your client’s worldview.
Instant empathy involves imagining your clients world, stepping into it and considering what your client does in a typical day.
What time do they wake up?
What do they have for breakfast?
How do they get to work?
What is the first thing that they do in the morning?
What problems do they encounter during their day?
What are their busy times?
Do they take a lunch break?
What time do they leave work?
Do they feel like they have accomplished something at the end of the day or do they leave frustrated feeling that their “to do” list is getting longer?
What do they do in the evening?
What do they think about before they go to sleep?
You practice becoming more creative for 15 minutes every day.
Take three ideas which have nothing to do with each other and invent some new product, service or information from combining them.
No matter how ridiculous it seems at first, practice engaging in this exercise.
Now take an A3 sketchbook, and draw using as many different colours as you can find.
Just draw, don’t think about what you are drawing, just draw.
Now create a mind map, with a question that you want to answer or a goal that you want to achieve for your client, or a step by step process you want to design, or a plan you want to make.
You practice applying your creativity to solve your client’s problems.
Start by writing down the result your client wants to achieve.
What problem or challenges does your client have to solve to achieve this result?
Think about 4 main hurdles that your client needs to clear to achieve this result.
I use a mind map format because I find this activates my creativity.
Next Imagine …
What are the steps to clear these hurdles, and achieve this result?
Think of 5 steps to achieve this result?
What does a potential solution look like?
You design a step by step process and plan to take your client from where she is now to where her problems are resolved and her core desires are fulfilled.
Now take each step and break it down into 5 smaller steps.
This turns the entire process into 25 baby steps.
You test the process to verify that it works and produces the result you predict.
Then map these steps onto a 90 day plan, one step every 3 days, and go through the steps to test that your solution delivers the desired results.
