Have you ever felt like just another number? You reach out to a business after hours for an emergency, but get an automated response. You spend hours on hold, listening to the same elevator music over and over again. When you finally speak to a representative, they seem more interested in getting you off the phone than solving your problem.
We’ve all been there, and it’s not a great feeling. Everyone wants (and deserves) to be treated as real people with real needs. And that’s where empathy in marketing comes in. Lemonade Stand doesn’t believe in working for our clients—we work with our clients. Let’s explore why it’s so important to build meaningful relationships that last beyond contracts.
Why Empathy Matters in Marketing Today
Marketing is an industry that’s easy to get lost in. When you’re digging through strategies and SEO tactics, it’s easy to forget the most important part: connecting with real people.
Empathy is the ability to understand and share someone else’s feelings. Empathy in marketing means putting yourself in your customer’s shoes and listening actively, staying open-minded, and showing genuine compassion for your customers. When a business partners with an agency, they’re looking for more than services; they want authenticity and a real partnership.
Clients can tell when you genuinely want to help them succeed. This builds a foundation of trust that’s pure gold for a long-term relationship.
What We Learned from COVID-19
Remember when the world shut down during COVID-19? It was a scary time for everyone, especially small business owners. Lemonade Stand saw a lot of our clients fighting major hits to their revenue. It was a very difficult time for everyone.
However, we decided to stick to our roots of building and blessing other businesses. We offered pro bono content and discounted our management fees to help our clients weather the storm. We wanted to show our clients that we were in it together. We valued empathy in our marketing strategies, and we genuinely cared about helping them survive.
And our clients could tell! While most other marketing companies were losing clients left and right, we created incredible partnerships that are still going strong today. By leading with empathy, we managed to keep our business and our clients’ businesses afloat.
What We’ve Learned From Our Build Then Bless Program
Our commitment to empathy in marketing is baked into our company culture through our “Build Then Bless” (BTB) program. Build Then Bless is a huge part of how our company moves and grows. We build our business by helping our clients build theirs, and then we use our success to bless others. It often takes the form of thoughtful, personalized gifts.
Our account manager, Zach Barber, is a perfect example of someone who has truly embraced the BTB philosophy. He has a gift for turning everyday client interactions into opportunities for genuine connection. Here are a few stories he’s shared that show just how powerful this approach can be.
Helping A Struggling Family Member
One of our clients runs an e-commerce business for e-bike accessories. During one of our regular marketing calls, she opened up about her life and shared that a family member was struggling a bit. A light bulb went off for Zach.
Zach saw a chance to support this client in a truly meaningful way. He found out her family member was interested in snowboarding, so we helped get him set up with some brand-new gear. Now, when we meet with our client, our conversations are about more than just marketing. We talk about life, her family, and how her family is doing. It’s a real relationship.
Nothing Like Football Jerseys to Reignite the Spark
Sometimes, a client relationship needs a little nudge to get back on track. We had a client who had been with us for years but had gone completely quiet. For two years, he read our emails but never responded. Zach could have easily just let it go, but he decided to try something different.
He finally got the client on a call and learned two things: he was a big Houston sports fan and a person of faith. Zach wasn’t sure what he could do, but he made a guess and sent him a C.J. Stroud jersey, the Texans’ new quarterback known for being a vocal Christian. That small, thoughtful gift was all it took. Our client was surprised and touched, and he started engaging with us again.
Later, when a family member in the business was going through a tough time, we sent an Astros jersey his way. That simple act of kindness helped re-energize the entire family business.
The Annual BarkBox Tradition
It’s funny how the smallest details can lead to the biggest connections. During a call, another client casually mentioned that her dog’s birthday was coming up. Zach made a note of it and sent a BarkBox as a surprise. The client was so delighted by the gesture that it’s now an annual tradition for her dog!
That simple, thoughtful gift solidified our partnership to the point that she referred another great client to us.
Empathy Is a Driver of Customer Loyalty
Perceived indifference is the number one reason clients leave a service-based business. These stories show that empathy isn’t just a soft skill. It can be a powerful driver of customer loyalty. When clients feel seen and valued as people, they stick around.
Making the business case for empathy in marketing is simple: it pays off. When clients feel understood and valued, they become your biggest fans and advocates, which in turn gives you valuable referrals and repeat customers.
Practical Ways to Bring Empathy to Client Relationships
Okay, great. How do you start? We’ll keep it simple with a few pointers that can help you use empathy in marketing and grow your client relationships:
- Be responsive to feedback—and show you’re listening. When a client gives feedback, acknowledge it quickly. Even a simple, “Got it, I’ll look into this,” shows you’re paying attention. Follow up and let them know what you’ve done.
- Get to know your clients as people. Start your calls by asking about their life. Be genuinely curious. If they mention a stressful week, ask what’s going on. A simple gift survey after a discovery call can also provide great insights into their interests.
- Remember important dates and celebrate wins. Whether it’s a work anniversary, a big company win, or even a dog’s birthday, acknowledging these moments matters. It shows you’re paying attention to the little things.
- Incorporate “Build Then Bless” into your company ethos. Make it a part of your culture to look for opportunities to support your clients beyond your services. It can be as simple as sending a “spoonful of comfort” during a tough time or celebrating a personal milestone.
Ready for a Marketing Partner Who Cares?
If you’re tired of feeling like just another account number, maybe it’s time for a change. At Lemonade Stand, we believe in marketing with heart. We’re here to be your partner, your cheerleader, and your friend. Reach out to us, and let’s talk about how we can help your business grow!
