When you think about your audience, do you sometimes forget that you are talking to real human beings and not just numbers on your marketing metrics? Successful marketers take the time to really get to know their audience. Here's a cool tool you can use to do this -- the empathy map. Learn about it here.

1. Empathy Maps—
The Key to Getting to Know
Your Audience

2. Are You Forgetting That You’re Talking To
Real Human Beings?
Marketers tend to focus too
much on achieving metrics that
they forget these numbers are
driven by people

3. This Means That You Need
To Get To Know Your Market
• How do you put yourself in your
visitor’s shoes?
• How can you define what they will
want and need?
• Are you even sure what you have
to offer is something that they are
looking for?

4. This Is Where
Empathy Maps
Can Help

5. Empathy Map Step-By-Step Guide
1. On a large piece of paper or a white, draw a
large square
2. Divide the square into four equal sections—label
each, SEE, HEAR, THINK & FEEL, and SAY & DO
3. Place a symbol of your target audience in the
middle of the square
4. If needed, you can also add additional sections at
the bottom to represent PAIN and GAIN

6. Sample Empathy Map

7. Empathy Map Sample Questions
Here are the questions you should be asking:
Think & Feel
• What is important to new customers?
• Do they think word of mouth is more credible over online reviews?
• What problems keep them up at night?
Hear
• What “self-talk” do they hear?
• What types of music/podcasts do they listen to?

8. Empathy Map Sample Questions
See
• How would they know they’re looking at a
quality product?
• Do aesthetics factor into their decision
making?
Say and Do
• What actions would they expect to take to
purchase your product/service?
• What could they be telling others about
you?

9. Empathy Map Sample Questions
Pain
• What are they moving away from?
• What do they want to avoid?
Gain
• What are they moving toward?
• What do they want to get?

10. Your Seriously Simple Marketing Hack
1. Print out an empathy map
2. Fill it out!

11. This Empathy Map Provided By: www.SeriouslySimpleMarketing.com
Hear
Say & Do
See
Think & Feel
Pain Gain

12. For More Information Visit:
www.SeriouslySimpleMarketing.com