Creating an audience avatar or customer persona is a great step, but building an empathy map takes things to the next level.
I believe that creating an empathy map is probably one of the best things you can do with your time if you're at the beginning of your entrepreneurial journey and are just about to launch a new business and/or product.
Because the process (and the resulting map) helps you understand your ideal customer. It forces a level of clarity around how you can serve them more effectively at every step along their buyer's journey.
Seth Godin is known as a marketing philosopher and one of the most innovative thinkers in the world.
He's never shied away from sharing his thoughts on how to build an audience, grow brands or develop authority online.
In my conversation with Seth, I mentioned to him that empathy is one of the most important works in marketing but probably one of the least used words.
He agreed and added another important word to that list.
Both these words imply a very long-term approach to marketing and business growth. But as far as I'm aware there is no other reliable way to grow your business without annoying your customers and/or short-changing them by stealing their attention.
Creating an empathy map is valuable to you as a business owner, content creator or thought leader for several reasons:
These are visual representations that help marketers get inside their customers’ minds so they know exactly who their target market should be. The more you understand them, the better able you will be at understanding why people buy certain things; when each type of customer needs something new; where those opportunities exist within your industry etcetera!
If you haven't already created an empathy map, I strongly recommend creating one for your ideal customer avatar.
Do it now!
You can also do the same thing but this time, do it around the consumption of your product or your service.