117. How to Create An Empathy Map

How To Build An Empathy Map

Creating an empathy map is probably one of the best things you can do. It helps you understand your ideal customer and help you serve them more effectively at every step along the buyer journey. 

In my conversation with Seth Godin we spoke about the importance of empathy and generosity in marketing. 

Creating an audience avatar or customer persona is a great step, but building an empathy map takes things to the next level.

If you haven't already created an empathy map, I strongly recommend creating one for your ideal customer avatar.

Do it now!

Scroll down to look at some simple action steps to get you started. 

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Action steps:

  1. Take a piece of paper and draw a little circle in the middle (representing your prospect or your customer). 
  2. Now, draw four lines from that circle connecting the circle to the top 2 edges of the paper and 2 lines connecting to the 2 sides of the paper about an inch from the edges. 
  3. This will create 4 sections (with a little blank section at the bottom of the paper). 
  4. Imagine your ideal customer and in the first quadrant write down the following: 
    • What is my customer thinking?
    • What is my customer feeling?
    • What is my target audience saying and doing?
    • What is my target audience hearing?

Empathy Maps

What is an empathy map and why does it matter to you as a business owner and/or a content creator/thought leader:

  • It helps you understand your target audience or your customers better and “walk in their shoes”.
  • It helps you create content that emotionally connects with your prospect which is necessary to deliver a transformation.
  • By understanding their situation, you are more likely to solve their problem in a way that’s meaningful to them.

 

How to go about creating an empathy map:

  • Take a piece of paper and draw a little circle in the middle (representing your prospect or your customer).
  • Now, draw four lines from that circle connecting the circle to the top 2 edges of the paper and 2 lines connecting to the 2 sides of the paper about an inch from the edges.
  • This will create 4 sections (with a little blank section at the bottom of the paper).
  • Imagine your ideal customer and in the first quadrant, write down the following:
    • What is my customer thinking?
    • What is my customer feeling?
    • What is my target audience saying and doing?
    • What is my target audience hearing? 
  • In the blank section at the bottom, write down on the left-hand side:
    • What are his/her fears and frustrations? 
    • What are his/her dreams and aspirations? 

 

Some other questions to ask include: 

You can also do the same thing but this time, do it imagining them using your product or your service. 

  • What do they hear when other people use your product?
  • What do they see when they use your product? What is the environment?
  • What do they say or feel when using your product, whether in private or public?
  • What are their pain points when using your product?
  • Is this a positive or a painful experience for them?
  • Do they hear positive feedback about your company from external sources?
  • What do they hope to gain from using your product?

 

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