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Published in: Marketing
  • Hello! Get Your Professional Job-Winning Resume Here - Check our website! https://vk.cc/818RFv
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  • This presentation is very useful for marketing business peoples..
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  • Best thing I saw at SXSW, Kristina, and I'm glad you had a decent-sized audience.

    'Fix your shit' is top of my 2014 objectives now.
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  • @KristinaHalvorson I had to look in a dictionary to understand the term 'squishy'. If I got it right the German expression would be:'wischiwaschi',-)) (means something like: unprecise) Yes you are right the term 'empathy' is squishy, but for me it it makes a good job in indicating what kind of mindset is needed.
    I am evangelising the need of buyer persona development to my German clients heavily. This term - unfortunately – is even more squishy and most of what is spread about buyer personas over the internet isn´t helpul as well. Although I am a big fan of Adele Revella and the five rings of insights. That´s the approach I use when I do persona interviews.
    As I read the term 'empathy' as beeing a most needed skill for content marketer I could connect it to buyer persona research. May be that´s why it made a lot of sense to me.

    And it seems your experience is quite similar to mine when you say: 'I work with so many companies who move forward based on assumptions about where they should invest their time and resources, rather than hearing the hard truths from their customers (e.g. 'Your commercials are cute, but your website checkout process sucks.')'

    Let´s stay patient and may be we need to start teaching our clients what 'empathy' should be all about in content marketing.
    Regards Volker
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  • @bunky34 Brian, thanks for your feedback. I will work on posting the notes next week.
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