How interested are you, regarding the challenges facing your prospective clients or customers? That may seem like an odd question, but your answer is spectacularly important.

Why?

Because the most effective marketing, and strongest business relationships, are all built on a foundation of empathy, aka ‘the feels’: The ability to understand and share in the feelings of another person. 

Think about it for a moment.

The vendors you are most loyal to, are those you feel have a connection with you. The vendors you tell your friends about, are those you feel confident recommending. The vendors you feel closest to, are those who understand your wants and needs, because they took time to find out. And the vendors you appreciate the most, are those you feel you actually ‘know’.

Conversely, the vendors you have no interest in are those who have a mostly transactional relationship with you. These are the