Humanize and Simplify Your Marketing

Interested in starting your own entrepreneurial journey in business development but unsure what to expect? Then read up on our interview with Daniel Brenneman, Co-Owner of Empathy Marketing Co, located in Charlotte, NC, USA.

What's your business, and who are your customers?

My business is the Empathy Marketing Company. We teach marketing and brand positioning through three phases — the heart (mission & vision), the head (strategy), and the hands (tactics). We've created a free 5-minute marketing plan to provide a do-it-yourself option and offer self-guided courses and coaching packages.

Our customers are those looking to find their unique market fit and do it in a way that connects with emotion and empathy. There's a reason we start with the heart and not the head. Those looking to convert quickly at the expense of their people won't find our methods appealing. We serve those who want to make a difference with their business, connect with their customers, and treat others with care and empathy.

Tell us about yourself

I've always been drawn to people. As an extrovert, I love building relationships and truly getting to know those around me. I've worked for agencies serving fortune 500 companies. I've also worked for one of the largest churches on the east coast. The common thread has been my desire to serve people at the highest level.

While at the church, a co-worker and I developed a framework called the Empathy Map. It set the stage for the Empathy Marketing Company. Instead of just using empathy in select situations, we decided to teach others how. Our mission was to make marketing less about quick conversions and more about serving people. Flipping that mindset will take a lifetime of work. It's what makes each day worth it.

What's your biggest accomplishment as a business owner?

My company had the privilege to help formulate the mission, vision, and values for the non-profit arm of The Chosen TV series. This was our most notable singular project. It was a great project for us because it aligned with our values and allowed us to set the stage for a company that will serve people worldwide for a long time.

I'd contend that our biggest accomplishment happens with every interaction we have, though. Every time we help businesses position themselves in ways that serve people with empathy, we further the mission of changing the marketing landscape. Big accomplishments are built on small changes. We recognize that and celebrate each accordingly.

What's one of the hardest things that comes with being a business owner?

The unknown is always the hardest part. Who's the next client? Will that be the one I can't help? How long can we keep this up? My struggles aren't unique. We all ask the same questions. My answer to these questions may be unique, though. I am endlessly curious and believe iteration solves a lot of problems. Chasing shiny objects helps no one. Continually fine-tuning your approach, so you're constantly improving how you serve your customers is where the magic happens. One direction. One focus. But constant improvement.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

Start with the heart. Mission, vision, values, and the feelings you create as a brand will fuel you forever. Business is hard. People can be hard to deal with. You built this to solve a problem for someone, though. Never lose sight of that.
Find a unique way you serve people and attach a practical skill to it. Everyone wants to teach the way they think. But no one wants to listen until you solve their problems. Build trust along the way, and you'll be able to do both. Trust compounds. Solve problems today. Create lasting change later.
Craft language that illuminates a problem and presents a solution. People have specific problems they are trying to solve. The more you speak directly to those, the more appealing your product is. Being generic and vague is confusing and results in little to no conversion. (Shameless plug — our free 5-Minute Marketing Plan helps with this. You can find a link on the homepage of our website.)

Where can people find you and your business?

Website: https://www.empathymarketing.co/
Twitter: https://twitter.com/dbrenn86
LinkedIn: https://www.linkedin.com/in/danielbrenneman/

If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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