Traditional marketing aims to poke the pain. It intends to make the target audience acutely aware of what they don’t have. Although effective, at North Star we believe it’s an awful approach to marketing, because it encourages people to buy from a place of lack, fear, or upset. 

You can acknowledge your audience’s struggles without belittling, demeaning, or painting a picture of “gloom and doom” if they don’t move forward with the product or service you’re offering. In this episode, Jessi and Marie talk about how empathy makes all the difference.