"Let's get down and dirty..."
We are a bunch of lazy, irrational and sometimes stir crazy animals.
And then we have to persuade this bunch to do something
which often goes against their will.
So knowing what makes these animals tick is kinda essential
if we want some of their money.
We can fight this reality, or start getting out of our own head and into the head of them...for once.
A good exercise is to think of 3 people you know of who you wish you didn't.
Now think of only the redeeming features these people have.
Yep you are going to forget your biases, dig under their sh!t
and find some redeeming parts to them.
Peel back the layers of their outer cover and see the inner child.
The child who throws tantrums because the world isn't working how "it should be"
He needs to vent his frustrations at being powerless to change things.
It's the world against him.
He has to be tough to handle the pressures.
He has to be macho man.
He ain't taking it any more.
Nobody knows what it's like living in his skin.
Had an injustice done to you at some point
in your life?
How did that feel?
You had better tools to deal with them than this person
we are pulling up...that's all.
Now we are starting to feel a tinge of empathy.
Right?
A dad hoped on a train with 2 young children.
The children kept running up and down inside and making loud noises
which aggravated many of the passengers.
At one point a passenger said to their dad,
"Can you please get your kids to quite down".
The dad replied, "I'm sorry but we've just come from the hospital...
their mother just died".
Now that's when empathy kicked in.
Empathy to another human allows you to communicate
on a different level to other marketers.
And the receiver rewards you for it.
You have to have it first before you can use it in marketing.
And the only way to own it is to get down to street level
experience.
It doesn't come from reading a book.
See ya in the streets!
Best,
Ewen
And then we have to persuade this bunch to do something
which often goes against their will.
So knowing what makes these animals tick is kinda essential
if we want some of their money.
We can fight this reality, or start getting out of our own head and into the head of them...for once.
A good exercise is to think of 3 people you know of who you wish you didn't.
Now think of only the redeeming features these people have.
Yep you are going to forget your biases, dig under their sh!t
and find some redeeming parts to them.
Peel back the layers of their outer cover and see the inner child.
The child who throws tantrums because the world isn't working how "it should be"
He needs to vent his frustrations at being powerless to change things.
It's the world against him.
He has to be tough to handle the pressures.
He has to be macho man.
He ain't taking it any more.
Nobody knows what it's like living in his skin.
Had an injustice done to you at some point
in your life?
How did that feel?
You had better tools to deal with them than this person
we are pulling up...that's all.
Now we are starting to feel a tinge of empathy.
Right?
A dad hoped on a train with 2 young children.
The children kept running up and down inside and making loud noises
which aggravated many of the passengers.
At one point a passenger said to their dad,
"Can you please get your kids to quite down".
The dad replied, "I'm sorry but we've just come from the hospital...
their mother just died".
Now that's when empathy kicked in.
Empathy to another human allows you to communicate
on a different level to other marketers.
And the receiver rewards you for it.
You have to have it first before you can use it in marketing.
And the only way to own it is to get down to street level
experience.
It doesn't come from reading a book.
See ya in the streets!
Best,
Ewen