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January 29, 2014
Danny Brown Dear Marketers – It's Not Empathy We Need, It's Realism
By Danny Brown
As marketers, we like to coin cool new terms to make old tactics seem new and refreshing.

Among these terms is content marketing, influence marketing, relationship marketing, and perhaps the best of all, empathy marketing. This last one has seen some traction lately as marketers and consultants talk about understanding your customer’s needs better through empathizing with them.

Of course, any good marketer would already be understanding customer needs, but that’s another topic, another time.

The problem is, as we create these words and persuade people to adopt them (or, at the very least, create buzz around them), we tend to add to the problem versus creating solutions for it. [...]

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