(And How to Actually Pull It Off)

In a world where your customers are bombarded with hundreds of ads before their first cup of coffee, what actually makes someone stop scrolling?
Spoiler: it’s not another “limited-time offer.”
It’s connection. It’s being understood. It’s empathy.
For small businesses, especially here in New Jersey where local communities thrive on word-of-mouth and personality, empathy might just be your strongest competitive edge.

What Empathetic Marketing Really Means

Empathetic marketing is all about putting yourself in your customer’s shoes. It’s understanding what they actually care about, what frustrates them, what they’re juggling, what they secretly wish someone would just handle for them.
Instead of focusing on what you sell, you focus on why they need it and how it makes their life better.
Think of it like this:
Regular marketing says, “Here’s what we do.”
Empathetic marketing says, “We get what you’re dealing with—and we’re here to help.”
That shift in tone transforms a sales pitch into a conversation. And people buy from people they connect with.

Why Empathy Wins for Small Businesses

Empathy isn’t just “nice.” It’s strategic.
Here’s why it’s a total power move:
  1. You can’t outspend big brands—but you can out-relate them.
    Local businesses win when they make customers feel seen.
  2. Trust travels faster than ads.
    When customers feel understood, they tell their friends. That’s free marketing, New-Jersey-style.
  3. It creates loyalty.
    Empathy builds repeat business. When you treat customers like humans instead of transactions, they come back—and bring others with them.
  4. It sets you apart.
    In markets where everyone’s offering the same thing, empathy becomes the differentiator.

How to Infuse Empathy Into Your Marketing (Without Sounding Fake)

Step
What to Do
Why It Works
1. Listen First
Talk to your customers. Ask what’s frustrating them about your industry. Use those exact words in your marketing.
You’ll speak directly to their pain points—no guessing required.
2. Ditch the Corporate Speak
Keep it conversational. If you wouldn’t say it to a customer in person, don’t post it.
Relatable > robotic.
3. Tell Real Stories
Share client wins, behind-the-scenes moments, or lessons learned.
Stories humanize your brand and build connection.
4. Use Emotion Wisely
Don’t manipulate—mirror. Acknowledge the problem, then show how you solve it.
It makes your message feel authentic, not pushy.
5. Keep Listening
Monitor comments, emails, DMs, and reviews. Adjust based on what people are saying.
Marketing that evolves with your audience stays relevant.

Example: Empathy in Action

Let’s say you run a small fitness studio in Hoboken.
Without empathy:
“We offer personal training sessions designed to help you reach your fitness goals.”
With empathy:
“You’re juggling work, family, and a schedule that leaves zero time for yourself. We get it. That’s why our 30-minute training sessions are built for real life—and real results.”
Which one are you more likely to book? Exactly.

The Human ROI

When you build empathy into your marketing, your analytics might not spike overnight—but your relationships will.
Look for:
  • Longer email reads and social engagement
  • More replies, comments, and shares
  • Higher repeat customer rates
  • Better reviews and referrals
Those are the metrics that tell you your marketing’s finally connecting—not just broadcasting.

The Eighty6 Take

At Eighty6, we help small businesses across New Jersey rethink their marketing from the inside out. Whether it’s a brand refresh, social strategy, or ad campaign, we focus on the same thing every time: making your audience feel seen, not sold to.

If your current marketing feels flat—or worse, disconnected—it’s time to inject some empathy. We’ll help you build campaigns that sound human, look fresh, and convert like crazy.

Book A Call