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Convergence Marketing: Combining Brand and Direct Marketing for Unprecedented Profits by Richard G. Rosen

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2
GETTING TO CONVERGENCE
With the Common Language of Respect
 
 
 
Today, it’s all about reaching the individual. And frankly, the only way to reach out to individuals and not get your hand smacked is to understand the power of empathy when building your relationships with them.
But before we can begin our empathetic dialogue with the customer, we must figure out how to talk to our pals just down the hall. That’s right, we have to work together; brand, direct, and even the folks in sales. To pull this off, we need a common language that helps us understand what each brings to the table and how we can best use our combined knowledge to achieve our goal. After all, if our goal is to earn the trust of the individual through empathetic dialogue, we need to practice what we preach right here at home. The key word is empathy. Through empathy, we gain respect for each other, for ourselves, and for the individual—a trifecta of mutual respect.
So let’s not argue about semantics. We can all work together toward the same goal if we base our language around the need for empathizing with the individual. Empathy, simply put, is about identifying with and understanding someone’s situation and feelings. If we understand individuals’ hearts and minds, their needs and desires, we can build trust by touching them in ways that matter most. It all hinges on our sensitivity for the individual. We pay close attention to what individuals want so we can know when, where, and how they will allow us to have ...

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