Try Marketing from your Compassionate Side

I just spent a great branding consulting session with an attorney I coach in NYC. He works in the financial industry and told me that his clients have been hit with the recession. One of his clients, a woman who lives in a 5 million dollar house, is lamenting over the fact that she’s having to alter her lifestyle and it’s become depressing for her. She’s having a difficult time keeping up and things seem to be crashing in on her.

We discussed that as an attorney, he has the privilege of hearing about people’s personal lives, and is able to be a comfort to them. My client is a father, a husband, and went through 9/11 in NYC years ago, and has seen the ebbs and flows of life. At that point, I pointed out to him, that THIS is the new way of marketing his services!

We discussed him writing a LETTER to his clients, that will share his understanding of the stresses that we, as a society are under. Additionally, he will share that he’s been through many difficult things in life, such as 9/11 and has been able to experience, that challenges can sometimes trip us for a while, but that things always come back. Maybe not immediately, but eventually, they do come back.

I encouraged him to step up now and to be a strength to his clients, and to share with him that they WILL be fine and they will make it. Then, on a personalized marketing letter, he’ll share the things that he can do for them that will prepare them to go through this recession with the comfort of knowing they are doing all they can to protect their current assets. We listed them – things like readjusting the budget, reallocating funds, refinancing their house, and that he can and will work with their financial advisors, accountants and the banks if necessary.

By coming from a place of strength, and offering to be a source of comfort to his clients now, he’s giving them something other than excellent customer service. He’s giving them peace of mind during a very turbulent time.

Marketing yourself now means that you HAVE to come across as a LEADER. You must share your belief in our country, in your industry and in your service to your customers. People NEED someone to cling to now, someone who is going to tell them that things WILL be alright and that they will survive and thrive.

Try sharing your heart and be compassionate. More than likely, your clients, will open up, and share theirs with you as well. And probably, will trust enough, to open their wallets too!