Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions, 2nd Edition

Empathy: The Key Ingredient

We are all familiar with the Golden Rule: “Do onto others as you would have them do onto you.” This ethical guidepost exists in many variants among the world’s major philosophies and religions. But it is missing an essential component by presupposing that everyone is the same. Moreover, it makes your behavior and beliefs the standard by which all conduct should be judged and measured.

There’s one important thing missing from this powerful dictum: empathy. People are not all the same. If we want to understand them, we should try to step outside of our own needs and experience the world from their perspective.

Do unto others as they want done unto them.

—The Platinum Rule, by Dr. Tony Alessandra

This chapter will ...