The Client-Attracting Power of Radical Empathy


In a recent Monday Mash-Up, I told you about the author Cheryl Strayed and the advice columns she wrote under the pen name “Sugar.”

Her friend and fellow author Steve Almond described Strayed’s Sugar columns as “radical empathy.”

I can’t get that phrase out of my mind.

Radical empathy.

Powerful business storytelling is all about radical empathy.

Let’s break it down…

Empathy: The ability to understand and share the feelings of another.

Radical: Lots of definitions, but in this context, we mean far-reaching and thorough. Beyond the norm.

The best business stories are not about you — the seller. They’re about your prospects and customers — the buyers.

Where are they now? Where do they want to go? What are they feeling?

To discover and deliver powerful client-attracting stories, you have to get this right. You have to know your prospects. You have to empathize.

I’m not talking about scratch-the-surface empathy. I’m talking about deep-dive radical empathy — far-reaching and thorough. Beyond the norm.

Scratch-the-surface empathy will generate the same old stories that sound like all the others. Clichéd. Uninspiring. Ineffective.

Radical empathy will generate stories that captivate prospects…

…Stories that lead them to say, “You understand me. You know what I’m going through.” Stories that put them on the edge of their seats saying, “Tell me more.” Stories that lead them to know like and trust you. Stories that inspire them to act.

Whenever you’re ready…here are a few ways we can help you become a storytelling stand-out so you’ll land more clients:

1) Follow Tom Ruwitch on LinkedIn and Facebook and (if not subscribed already) join our email list.

2) Attend our free training: “How to Harness the Magnetic Power of Storytelling…” Discover how to transform marketing from a confusing, resource-draining hassle into something that’s simple, fun AND productive. Details and registration here.

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Tom Ruwitch

Tom Ruwitch is the founder and CEO of Story Power Marketing. For more than 30 years, he has helped businesses grow by delivering powerful stories using a variety of different media.