brands: have to be empathic?

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Says the dictionary of the Royal Spanish Academy that empathy is the "mental and emotional identification of a subject with the mood of another."

Thanks to mirror neurons, people are empathetic. That is nothing that we say to "step into the shoes of another". Feel what the other is feeling, albeit to a lower degree. Understand the other person emotionally, because to understand the rational in his words and just need our ear.

Empathy gives us what is missing ear. Thus, colloquially, I call mirror neurons "sixth sense". Because with them we feel within us the emotional part that speaks. Thanks to them we can understand the human being in its fullness. Words can have many meanings. Deduce which of them is the context. An essential part of that context is the feeling you want to convey who utters them.

Recently, in another post, we conclude that the marks needs to be emotional. But a brand can it be empathic?. Based on the definition that the dictionary could not understand. It clearly says "... of a subject with the mood of another." So it's something between people.

Some people ... What is a company?. Not a company a group of people?. Until relatively recently, there was a tendency to dehumanize companies. So that was something of a corporation as an entity whose purpose was to make money. The bodies were already for scary movies. Today a company is identified with an entity, also terrifies the consumer. Companies are groups of people working to cover in the form of product or service, the needs of others that we call market.

The company that best connects with your market is the one that succeeds. That is the group of people who best understands the other group is the one who gets the upper hand. Because it makes products and services for what they want and need. And if that connection is mutual, the market has a high degree of loyalty to the company that provides ... Conversely, the company must also be faithful to its market.

We are talking, then, that a group of people have to connect with another. They must understand perfectly and is reciprocal. And people to be well understood, have said they need to do, also, with the "sixth sense". Therefore a company, necessarily, if you want to do more than survive selling off, empathize with your market needs. Displayed as a connected group of people with people. Companies need to be empathic.

And brands?. A brand is not just a means of communication. The way companies do reach their customers and prospects what they are. And when I speak of what they are, I mean covering needs with its products, but also what they feel as individuals. If communication between people is essential to empathy and brands are a means of communication between people and companies, and brands have to be, by necessity, empathic.

Those brands that are just a nice way, but their substance, not empathize with your market, are only traces. A brand is an attention getter, which connects the customer how are the people behind it. Being told to feel those forming the corporation (or product) that identifies them. Take the first step in establishing a link between them at first. Then is the symbol that keeps the relationship. A brand is an experience of values, sensations and feelings. And as such, if not empathize, can not achieve their purpose.

In the XXI century mark if not empathize with your market is not brand. Likewise, if a company does not empathize with their customers is not company, is a being empty.

What effect does the fear in buying?

Versión en español, pulse aquí

Who has not ever been afraid?. It is a natural feeling in us. In part has helped us survive as a species. Being afraid of what we believe can be dangerous, has made our natural curiosity about the unknown we put on too much risk.

Fear is a feeling as human as love or tenderness. But with a very different effect on our body. Who has not blindfolded when suddenly suspected gonna be bad in the horror film, really doing it out of sight of ...

And we love to love, we like to feel that love us, we feel good when we are comfortable, but fear ... Fear is the opposite. Paralyzes us, makes us alert, tells us that something can go wrong, but not always right. So, whenever you feel no fear what comes next is going to hurt us. Sometimes it is caused by uncertainty and ignorance.

Precisely the latter is the most frequently appears in the sale. In most cases there is a terrifying fear that still leaves us physically. But it is a feeling that we stop making the purchase process due to uncertainty.
Often it is fear of not knowing if the product really meets our needs and will hopefully have the utility. So to "return" the product is an effective sales tool. Makes this fear disappears.

But this is not always possible. Sometimes the characteristics or the cost of the product itself, make infeasible to eliminate this fear with the return. Normally you can not return a car, even who have not passed a fortnight or preserve the "proof of purchase". However, precisely these cases, the fear if we succeed or not to buy, is the protagonist in the final decision.

The sale can be decanted, perfectly provider side to eliminate or alleviate that fear in your prospect.
When it comes to these products "no return", it is essential to find out what the client's fears. To report how our product or service can help meet the needs of our target and thus mitigate that fear.

On many occasions we have discussed how neuromarketing can help create feelings and sensations detected. Fear is a feeling more. Apply neuromarketing in the sales process, can help you find what paralyzes the purchase in the minds of our target. So, knowing what really afraid. With this information we can create a shopping experience to help you deduce that you are not buying something unknown and therefore sensitive to provoke fear. But something known, that generates peace and satisfaction knowing that will meet your needs.