Katelyn Bourgoin

Katelyn Bourgoin quotes on empathy

4X founder // CEO of @CustomerCampCo // I help product teams figure out what triggers people to buy so they can market smarter // Seen in @forbes @inc @usatoday

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1

Science shows that 95% of buying decisions are driven by subconscious emotional triggers. (Yes, even in B2B purchases) If your approach to selling is rooted in facts and logic, you may be missing 95% of the story.

2

The best marketers aren’t creative geniuses. They’re empaths who know how to turn customer stories into brand stories.

3

Marketers need to deeply understand their audience. It’s *literally* their job. Yet many marketers can’t get buy-in to talk to customers. They’re expected to build a plan based on data and anecdotes from other team members. The problem? Empathy doesn’t travel through osmosis.

4

Empathy is a superpower in marketing. And, while I’m all for data-driven marketing, you won’t build empathy by running A/B tests or analyzing site traffic. You need to talk to people. (Ideally people who recently bought from you and will share their story).

5

Celebrate other people’s successes publicly. Not because it benefits you. But because it benefits them.

6

Celebrate other people’s successes publicly. Not because it benefits you. But because it benefits *them.*

7

Audience research hack: Listen to podcasts where your ideal customers are interviewed. You’ll hear real prospects describe their hopes and challenges in their own words. And the stories they share will help you build empathy. P.S. empathy is a super power. 💥

8

Human brains are wired to make emotional decisions, which we justify with logic. If your team says they’re data driven, but only look at the numbers—the clicks, shares, time on site, demographics—and are not talking to customers then you’re missing 98% of the stuff that matters.

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