See the Customer Inside the Idiot With Compassion

“A person is smart. People are dumb.” That’s been my best friend’s favorite quote since we were 16. But it has a flaw: Compassion.

Agent K from men in Black

“A person is smart. People are dumb.”
—Agent K, Men in Black

That’s been my best friend’s favorite quote since we were 16 years old. But it has a flaw.

It’s not numbers that make people stupid. It’s your distance from them and your angle of view that make them appear so.

Maybe it’s the customer who asks how many are in a dozen. Or the website visitor who says your pictures are too small, even though it just takes a click to enlarge them. Or the member who complains about your password protocol because they can’t figure out to write it down. (Full disclosure: I’ve been that idiot.)

That’s hardly an exhaustive list of the ways the people you’re marketing to can look like idiots. I don’t have any idea of the myriad of specific ways your customers frustrate you, but I’m betting you have a list.

The job of marketing is to convince people, many people, people you’ll probably never meet, to do the thing you have painstakingly tried to make them want to do. You may have spent years of your life trying to make it as simple as possible for them to do the thing. You’ve probably bent over backwards to make sure they have everything they need to do it. And yet, sometimes we’re all just Happy Gilmore on the putting green trying to get the ball to go into the hole that’s its home.

Happy Gilmore, not showing compassionWhen they don’t do the thing, customers can all look like idiots.

Compassion in Business

This came to mind when I was at Dreamforce last week. A big theme of the show was compassion. Now sure, a lot of that was discussion about charitable works and Salesforce’s gifts to nonprofits (which are to be lauded), But there was a bigger point that Mark Benioff made: Businesses and people don’t succeed by doing what they need, they succeed when they start doing what others need.

That sounds counter-intuitive, but it makes sense when you think about the hallmarks of great products and services: They solve your peoples’ problems.

Compassion is the key to doing that. If you can’t sympathize with the people you’re marketing to, you can’t solve their problems — be it the problems your products are meant to solve, problems with your products, or problems with the path to purchasing your products.

Compassion is also the key to finding a sense of purpose in your marketing. It’s hard to feel fulfilled herding idiots. When you can look at your customers with compassion, empathizing with their problems and helping them in a worthwhile way, that’s what’s fulfilling and sustaining in business.

So by being compassionate to your prospects and customers, you’re also being compassionate to yourself.

Plus, you’ll make more money that way.

Author: Thorin McGee

Thorin McGee is editor-in-chief and content director of Target Marketing and oversees editorial direction and product development for the magazine, website and other channels.

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