Why Empathy is a SUPERPOWER in Marketing ⚡️

Empathy is one of the major traits overlooked in marketing and advertising.

For a long time, I thought my emotions were my biggest weakness…something that made me less capable, less strategic, and less suited for this fast-paced, sometimes ruthless world of business. I believed that success in business required logic, execution, and analytical thinking. And while those things ARE important, I’ve also realized that my ability to deeply understand people - their emotions, fears, and motivations - is actually my greatest strength as a marketer and strategist.

Flashback to my first “real” job in marketing, I was fresh out of a Public Relations program and working directly with the owner of a consulting and marketing agency. As part of onboarding, we were asked to take a personality test that ranked our strengths from top to bottom. When I received my results, I was devastated.

My top three strengths were all emotion-based, connection-based traits, with empathy sitting at number one…

I walked into my boss’s office, tail between my legs, feeling ashamed and handed over my results. I immediately admitted how disappointed I was…saying, “None of my top strengths are execution-based. My number one strength is just… being sensitive.”

She looked at me and said something that changed everything:

“That’s not just being sensitive. That’s your superpower.”

➡️ Why Empathy is a Superpower in Marketing

Honestly? At the time, I did NOT believe her but smiled and said “Yeah, you’re probably right.” But almost a decade later, I now see that my ability to deeply understand people - their fears, struggles, and motivations is what makes me exceptional at what I do.

Empathy allows you to:

• Uncover the deeper “why” behind a business. It’s not just about selling a product or service; it’s about solving a real, emotional problem.

• Craft messages that *actually* resonate. Marketing is about connection. People don’t buy just because of features; they buy because of how something makes them feel.

• Ask better questions. When working with clients, I don’t just ask what they do - I dig deeper. Why does it matter? What’s the emotional impact?

• Help businesses communicate in a way that connects. Without empathy, messaging stays surface-level. With it, brands become human, relatable, and memorable.

One experience in particular solidified this realization for me…

➡️ The Math Consultant Who Was Speaking to the Wrong Audience

I was working with a consultant who had developed a system to help early education teachers improve math outcomes for struggling students. She had spent years perfecting her program, but she was struggling to market it effectively. When she was able to get into classrooms, it was a no-brainer, but outside of face-to-face conversations and classroom work…the message simply wasn’t landing.

As we talked, I put myself into the shoes of the students, the teachers and the school leaders and started asking better, deeper questions.

Through this process, we uncovered a key realization: she had been positioning her program as a solution for students when in reality, the emotional struggle also belonged to teachers and schools. (Who are the decision makers)

The pain point wasn’t JUST students struggling in mathematics - it was the frustration, guilt, and overwhelm that teachers felt when they didn’t have enough time or resources to ensure no child was left behind.

By shifting her message from student performance to an empathetic, teacher-focused approach - everything changed. The message finally clicked. The right target audience appeared. And by the end of our session, she was nearly in tears because she had never felt so sure about her messaging and marketing.

THAT is the power of empathy in marketing.

Businesses struggle to connect with their audience because they focus on the what instead of the why. They talk about what they do, the features they offer, the services they provide - but they forget to tap into the human experience behind it.

People don’t make buying decisions purely based on logic. They make decisions based on emotion and then justify them with logic.

That’s why empathy in marketing isn’t just a soft skill. It’s a strategy. It allows you to:

• Speak directly to your audience’s real struggles.

• Position your brand as the solution to an emotional need.

• Build trust and long-term loyalty, not just one-time sales.

And it’s why, even though I once doubted it, I now know that my empathy makes me an absolute powerhouse when it comes to business and marketing strategy.

➡️ Reframing Empathy as Strength

Now, I’d be lying if I said I don’t still struggle with my high level of empathy, but time and time again, I see the impact it has - not just on my own business, but on the businesses I help.

If you’re struggling to connect with your audience, it might be time to step back and ask:

➡️ Are we really addressing the emotional needs of our customers?

➡️ Are we speaking to their deeper fears and motivations?

➡️ Are we making them feel understood, seen, and supported?

Because at the end of the day, the best marketing doesn’t just sell. It connects and develops trust.

Want to dive deeper into how you can use empathy to transform your marketing? Let’s chat.