Are you a purpose-driven podcaster or content creator who feels weird about using fear-based marketing? It’s a common problem, especially as the holiday season looms around the corner. The language we use to talk about our products and services can either attract or push away our ideal clients. On this episode of Podcasting Unlocked, we’re talking with marketing consultant Kat Kennan about how to use empathy and a trauma-informed approach to marketing, so you can attract clients in a way that feels good for everyone. This week, episode 230 of Podcasting Unlocked is about empathy-based marketing for content creators!
Key Takeaways:
- Moving away from marketing that relies on fear or scarcity messaging.
- Approaching holiday messaging with consideration and compassion.
- Showing up as human for your audience and letting them know how much of a difference they make in your business.
- Being intentional and deliberate about the words you choose for your products and sales copy.
Empathy-Based Marketing for Content Creators with Kat Kennan
You’ve poured your heart and soul into your podcast. You care about your audience, and you are working to make a real impact in the world. But when it comes time to market your products or services, you feel a little… off.
Do you ever find yourself using words that feel pushy or salesy? Are you saying things like, “You’ll miss out if you don’t act now!” or “The price is going up soon!”? You might have been taught that this is how marketing works. But for many purpose-driven business owners, this kind of fear-based marketing can feel really gross.
So, how do you talk about what you do without making yourself—and your audience—feel bad?
The answer is simple: you lead with empathy.
In a world full of noise, an empathy-driven marketing strategy can help you stand out and build a community of loyal customers. This new way of thinking is all about seeing your audience as real people with real feelings. I recently had a conversation with marketing consultant Kat Kennan about this very topic, and it completely shifted my perspective.
This article will show you how to use a human-centered approach to marketing that feels good, builds trust, and helps your business grow.
Are You Ready to Make a Shift?
Before we dive in, let’s talk about what you need to get started. Don’t worry, you don’t need any fancy tools or expensive software. The most important thing you need is a willingness to change your mindset. You have to be ready to see your audience as more than just a customer or a number on a spreadsheet.
This approach is for you if:
- You want to sell your products and services without feeling gross.
- You are tired of using scarcity and fear to drive sales.
- You are ready to connect with your audience on a deeper, more human level.
- You believe your business can be successful while still being kind.
Once you are ready to make this shift, all you need is a little bit of a plan.
Step 1: Speak a New Language
For a long time, marketing has been about creating urgency and making people feel like they have to act now or they will miss out. We are taught to use phrases that create a sense of panic, like, “Sale ends at midnight!” or “Only 5 spots left!”
The problem is that this kind of language can be triggering for people. It can make them feel anxious or pressured. It doesn’t create a positive experience, even if they buy your product. The good news is that you can change this with just a small shift in the words you use.
Instead of talking about an end, talk about a beginning. Instead of saying, “The sale ends on December 15th,” you can say, “The program begins on December 16th.” This creates a feeling of excitement and a new start, rather than a feeling of panic and a race against time. This small change in language can make a huge difference in how your audience feels.
- Stop using fear words. Avoid phrases that create pressure, like “limited time only” or “don’t miss out.”
- Focus on the positive. Talk about the benefits of your product and why it would be a great fit for your customer.
- Shift your focus. Instead of an ending (a deadline), focus on a beginning (the start of a new program or service).
Step 2: See the Whole Person, Not Just the Customer
It’s easy to fall into the trap of only thinking about our customers as a “buyer persona.” We forget that they are real people with full lives. They have families, jobs, and struggles.
This is especially important during certain times of the year, like the holiday season. The end of the year is a huge time for sales and marketing. We are all trained to push, push, push. But for many people, the holidays can be a stressful time.
What if you took a moment to acknowledge that?
I once saw an example from a company that sends toothbrushes to your house every three months. Around Mother’s Day, they sent an email that said, “We know Mother’s Day can be hard for a lot of people. If you want to opt out of our Mother’s Day promo emails, here’s the link to do so.” This was a simple message, but it showed that they saw me as a human first. That small action created a customer for life because they cared more about my well-being than a single sale.
- Look at your audience holistically. Think about their lives, their feelings, and their experiences.
- Acknowledge difficult times. A simple note acknowledging a holiday might be hard for some can go a long way.
- Prioritize the human. Show your audience you care about them as a person, not just a number.
Step 3: Show Up as a Human, Not Just a Brand
As small business owners, we can sometimes feel like we have to be perfect. We feel the need to hide behind our brand and not show our true selves. But in a world of big companies and impersonal ads, being a human is your biggest advantage.
Your audience wants to connect with you. They want to know the person behind the podcast or the product. Being vulnerable and transparent can build a level of trust that no fear-based tactic ever could.
You can tell your audience that their support makes a huge difference for your business and your family. This isn’t about asking for pity. It’s about showing that the relationship is a two-way street. They get a great product or service, and you get to continue doing what you love. It’s a win-win.
- Be transparent about your business. Don’t be afraid to share that you are a small business.
- Be vulnerable. Show your audience that you are a human, too.
- Be strategic and kind. Remember that you can still use a marketing strategy that feels good and is kind to your audience.
It’s All About People
Marketing with empathy isn’t just a nice idea; it’s a powerful business strategy. When you stop seeing your audience as a group of buyers and start seeing them as a community of people, everything changes. You can build genuine relationships and create loyal customers for life.
Start small. Look at the next promotional email or social media post you plan to create. Can you change just one word to make it more empathetic? Can you add a line that acknowledges your audience’s real life?
Remember, you don’t have to be a big brand to have a huge impact. You just have to be human.
Be sure to tune in to all the episodes to receive tons of practical tips on turning your podcast listeners into leads and to hear even more about the points outlined above.
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Learn more about Podcasting Unlocked at https://galatimedia.com/podcasting-unlocked/
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