So let's talk about feelings. One feeling in particular, which is at the core of all great marketing empathy. The ability to put yourself in someone else's shoes. Great marketers understand their customers at a deep level. One of the best frameworks to help you better understand your customers to really understand their thoughts and feelings is empathy mapping. Empathy maps help you uncover what your target customer is thinking, seeing doing or feeling. This information is typically displayed in a quadrant, such as this one. You can see here that it contains two additional elements, pains and gains. These should become obvious. Once you filled out the four quadrants above, let's practice doing this with Carla, the college student you'd first ask yourself, Okay, what do we think she's saying? Well, She's probably saying that she's really busy and that she needs more time to do it all. 24 hours is just not enough. How about what she's thinking? She's probably afraid she might not get tha...
t internship in new york. She's also afraid that she might not be able to get everything done overall. She's afraid of failure, So on and so forth. Until you fill out the four quadrants in the Empathy Map. Once you've done this, you can use this information to crystallize her pains and gains. Understanding these at a deep level is critical in coming up with content that can resonate with her. For example, we know one of her primary pains is fear of failure. So maybe a part of your content strategy can be around inspiration and motivation. We'll talk a little bit more about that later. You might have noticed that this empathy map is designed with stickies. This is because empathy mapping is often a group exercise. I suggest taking the time to go through this exercise with your team. You could even include a couple of customers in there if you can source them whatever you do when it comes to understanding your customer and developing customer personas, make sure you always follow the golden rule. Don't make stuff up. Do as much research as you can with the tools that are available to you, Whether it be facebook audience insights, surveymonkey empathy mapping or just picking up the phone and calling a customer. Take time to understand who they are, Trust me. It'll be worth it before we move on. Take a couple of minutes to fill out the first part of our social media content strategy, document our persona and her pains and gains. I've gone ahead and done this for our Starbucks case study but feel free to do so for a brand of your choosing, whether it be your own or one of your clients.