Building and Writing With Empathy

Once you know what type of audience you want to build, I'm a huge believer in making your customer the hero of their own story. And again, going back to our empathy questions: What do they want? What do they need? What are their aspirations and what obstacles stand in their way? If your customer is the hero, you are their guide. You are helping them reach that pinnacle. You're helping them along their journey. So if you can position yourself as a guide for a certain set of customers, you are going to build that right type of audience that wants to hear from you, learn from you and transform with you.

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