58. Empathise to sell
Again and again SXSW came back to the ideas of empathy and commonalities that cross cut between us as individuals, and as customers. On the Tuesday afternoon you would have found Cheryl Miller Houser giving another talk on that exact theme.
The talk was called 'Storytelling and Empathy in a Purpose Driven world,' and focused on crafting commercials that tell an authentic story to possible customers. Houser is the founder of 'Creative Breed' , an ad agency based in New York that describes itself as all about empathy, and she referenced the same kind of statistic that you would have heard multiple times at SXSW: 78% of consumers want brands to align with their own values, and to create positive social impact.
She had a lot to say, so we'll break it over a couple of posts. The core of her concept though was around creating commercials that use real people, with whom customers can empathise. There were three key instructions.
She had a lot to say, so we'll break it over a couple of posts. The core of her concept though was around creating commercials that use real people, with whom customers can empathise. There were three key instructions.
- Feature people who are relatable, and who express a full range of human emotion
- Show struggle
- At the end of the ad provide uplift and a call to action
She gave examples of some of her work, and we'll look at those in subsequent posts.
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