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When my friend Harold switched careers and got into sales, I kept hearing the same thing from him over and over: “I can never get that second appointment.” It didn’t take us long to figure out the problem. And it was really a very simple problem, too. His prospects didn’t feel like he understood them. He was polite, sure. Friendly, too. And Harold was a reasonably good listener. But even so, he didn’t come across as someone who got what mattered to them. So we worked together to make a shift. I got him to start really tuning in to how they felt—and more importantly, to let them know he did. And how did he do that? After he took in what they were saying–in terms of what was really important to them–he would tell a story. About people just like the prospect he was talking to at the time. How they felt. What they were struggling with. And what they did about it. We called them empathy stories. And they changed everything for Harold. But here’s the thing—it’s not just Harold. This works for anyone. When you learn how to use empathy in your communication, you connect deeper, faster. And empathy stories are one of the best ways to do that. At its core, empathy means stepping into your prospect’s shoes. Seeing the world through their eyes. Feeling what they feel. Let’s say you’re selling a DIY financial planning course. Instead of jumping right away into all the technical stuff… Tell a true story about a family—just like your prospect’s—who used your course to finally save for their dream home. Talk about how overwhelmed and confused they felt before… And the clarity, relief, and confidence they felt after. Not just where about they were mentally, in the financial understanding of their lives. But also, how they felt emotionally. That emotional arc—that journey—to where they really feel understood, at a human (as opposed to just a logical) level… that’s what makes people trust you. It’s what makes them lean in. And ultimately, sign up. So you want your message to land better? Start with empathy. Then build the story. Till next week, David |