Empathy in business isn’t a new concept, but its relevance has grown in a world where the lines between the professional and the personal are increasingly blurred. As more businesses shift online we’ve entered people’s homes through Zoom windows, catching glimpses of their daily lives and, often, their challenges. This shift has underscored the importance of authenticity and human connection in marketing. For women entrepreneurs, especially those in service-based industries, this evolution validates something many of us have always known: empathy and professionalism aren’t opposites—they’re allies.
Gone are the days of high-pressure sales tactics and rigid corporate facades (hallelujah!). Today, success lies in understanding your audience’s emotional space and creating marketing that speaks to them on a deeper level. As someone who's been in the trenches of the business marketing world for two decades, both corporate and entrepreneurial, I’ve seen firsthand how understanding the emotional space of clients can transform marketing efforts, making them feel less like sales pitches and more like conversations with a trusted friend.
This blog explores how small businesses can replace hard sales with empathetic marketing approaches that solve problems, foster trust, and drive sales. This approach not only aligns with ethical marketing principles but also empowers businesses to create low-pressure marketing campaigns that speak volumes without shouting.
In this article:
Women & Empathy in the Age of Online Business
Defining Empathy in Marketing
Understanding Emotional Space: The Foundation of Empathetic Marketing
Crafting Low-Pressure Marketing Campaigns
Empathy Translated Into Marketing Actions
Ethical Marketing Techniques

Women & Empathy in the Age of Online Business
The move to online services and working remotely has blurred the boundaries between professional and domestic life, creating a more intimate and humanised business environment as glimpses into home life are now common via video calls. It has taken the professional external world of cold offices and dumped it squarely in the domestic private living spaces of what has been traditionally the women’s sphere: the home. Empathy thrives in this space. It has brought with it a realisation that empathy doesn’t undermine professionalism, it enhances it. Women, in particular, often excel at empathetic communication, yet traditional business norms have sometimes dismissed these strengths as “too soft.” Thankfully, those days are behind us.
This new reality requires businesses to adapt their communication strategies to be more flexible and understanding of individual circumstances. Balancing professionalism with empathy is crucial in creating marketing strategies that are both effective and authentic. Women's communication styles in marketing often emphasise empathy, collaboration, and understanding, which can be particularly effective in crafting campaigns that resonate emotionally. This can mean acknowledging clients' emotions and responding with understanding, without compromising on delivering quality service. Such approaches can lead to greater success in creating a sense of community and trust among customers.
In a business world that increasingly values emotional intelligence, women’s communication strengths and relationship models offer a competitive edge. As professional and domestic lines continue to blur, marketers are called to be more attuned to their clients' holistic experiences, allowing for deeper and more meaningful engagements.

Defining Empathy in Marketing
Empathy in marketing means understanding your audience’s needs, desires, and struggles and reflecting that understanding in your messaging. It’s about stepping into your clients’ shoes and crafting campaigns that make them feel seen and supported rather than pressured or judged.
When I worked at Palgrave Macmillan, a new boss once asked me how I became the industry-awarded Sales Rep of the Year, as voted by the industry booksellers. He couldn’t understand how I achieved such success without a script or aggressive sales tactics. The answer was simple: I sat down with booksellers over coffee and cake, listened to their challenges, and offered solutions tailored to their needs. They felt heard and valued, which naturally led to trust, loyalty, and, ultimately, more sales.
This same principle applies to marketing. People are more likely to engage with a brand that genuinely understands and addresses their needs. Empathy turns transactions into relationships and customers into advocates. By tuning into the emotional state of your potential clients, you can tailor your message to resonate at a deeper level, creating a sense of trust and connection. This approach shifts the focus from simply promoting a product or service to addressing real-world problems and desires. Empathetic marketing requires active listening and a genuine interest in your audience's experiences. This way, you’re not just selling; you’re engaging in a dialogue that positions your brand as a supportive and understanding partner. Ultimately, empathy transforms marketing into a process of connection and collaboration.
Understanding Emotional Space: The Foundation of Empathetic Marketing
To craft marketing that resonates, you need to understand where your clients are emotionally. This involves recognising not just their practical needs but also their feelings about those needs, going beyond just “this pain is uncomfortable” and as far as “this pain causes discomfort which will hinder my movement and limit my ability to be in the world thus reducing my independence.” For service-based businesses, this is especially important because you’re often addressing deeply personal challenges or goals, most of which are often tied to feelings of social rejection, inadequacies or reduced independence.
Take, for example, a wellness coach targeting new mums. These women might feel overwhelmed, exhausted, and disconnected from their sense of self. Instead of promoting a fitness program with language like, “Get your body back now!” (which could evoke guilt or pressure, and a dose of body shaming to boot) the messaging could be, “Gentle Workouts for When You’re Ready.” This approach acknowledges their emotional state, offering support without judgment.
Similarly, a yoga studio could market classes for desk workers by emphasising stress relief and simplicity. Phrases like, “Take a Break That Works for You,” convey flexibility and understanding, making the offering feel like a gift rather than an obligation.
If the language you use reflects your audience’s realities, providing reassurance and encouragement, then your clients feel understood and in turn they’re more likely to trust your brand and engage with your offerings.

Crafting Low-Pressure Marketing Campaigns
Crafting Low-Pressure Marketing Campaigns is all about guiding potential customers through their buying journey with respect rather than coercion. The key is to create an environment where customers feel informed and supported, not pushed. This starts with providing solutions tailored to their specific circumstances. (Niching can make a big difference to how effectively you can provide tailored solutions to a range of clients with limited extra effort. You can start niching with my Annual Marketing Planner here or read more about marketing to niches in this blog)
Next, you need to provide transparent information that allows customers to see the value in your offerings without feeling overwhelmed or like they’re suddenly facing extreme urgency to purchase. The urgent purchases may make sales but they don’t make good long term customers who refer you on or come back for more. Offering flexible options, such as no-pressure trials or satisfaction guarantees, also contributes to a more relaxed purchasing environment. This approach builds trust and demonstrates that your priority is their satisfaction, not just the sale. By implementing sales and marketing strategies that focus on relationship-building rather than immediate transactions, businesses can achieve more sustainable success and customer loyalty.
Empathy Translated Into Marketing Actions
Empathy isn’t just a mindset; it’s a strategy. Creating emotional connections in marketing involves tapping into the feelings and experiences of your audience to foster a deep sense of belonging and attachment to your brand. Also consider the visual and written elements of your digital presence. Are your website and social media channels welcoming? Do they reflect an understanding of your audience’s needs and emotions? Empathy should be embedded in every aspect of your online marketing.
Here’s how you can incorporate it into your low-pressure marketing campaigns:
1. Solve Problems, Don’t Just Sell Products
Your audience doesn’t want a sales pitch; they want solutions. Identify the challenges your clients face and position your offerings as the answer. For example:
A Nutritionist: Instead of promoting generic meal plans, create content like “5-Minute Recipes for Busy Parents” that addresses their time constraints.
A Therapist: Write blogs that alleviate fears, such as “What to Expect in Your First Counselling Session,” to help hesitant clients feel more comfortable reaching out.
By focusing on how you can help rather than what you’re selling, you’ll build trust and loyalty.
2. Use Inclusive, Relatable Language
The tone and wording of your marketing matter. Aim for language that feels approachable and inclusive. For instance, instead of saying, “Achieve Your Goals Now,” try, “Let’s Take the First Step Together.” By prioritising emotional connections over transactional interactions, you create a loyal customer base that feels personally invested in your brand’s success, because they believe you are invested in theirs (you can’t just fake this by the way, you do actually need to be invested in their success - people can smell insincerity). Small shifts in language can make your messaging feel more supportive and less intimidating, it drives repeat business but also inspires word-of-mouth recommendations.
3. Personalise Your Campaigns
Empathy means recognising that your audience isn’t a monolith, even if you've got a micro-niche. Segment your email lists or social media audiences and tailor your messaging to specific groups. A yoga studio might send one email about gentle beginner classes to new subscribers and another about advanced techniques to regular attendees. You might set up an automation using segments in your Wix CRM that sends people emails on their birthdays. Personalisation shows that you understand and value each client’s unique journey.
Using empathy to create low-pressure marketing campaigns can also be achieved by telling compelling stories that evoke emotions and reflect the values and aspirations of your target audience. Using relatable narratives, visuals, and language, you can make your audience feel seen and understood. Highlighting real-life testimonials or showcasing behind-the-scenes content can add a human touch, making your brand more relatable. Additionally, engaging with your audience through interactive content like polls, Q&A sessions, or community forums can strengthen these connections. It’s essential to listen actively and respond thoughtfully to customer feedback, demonstrating that their voices are valued.

Ethical Marketing Techniques
Ethical marketing techniques focus on honesty, transparency, and respect for the customer. These methods eschew manipulative tactics in favour of strategies that prioritise the consumer's well-being and informed decision-making. One effective approach is educational content, which empowers customers by providing them with valuable information to make the best choices for themselves. This can include how-to guides, informative blog posts (like this one), or webinars that address customer needs and questions.
Additionally, clear communication about product features, pricing, and potential downsides helps build credibility and trust. Encouraging dialogue through open-ended questions in your social campaigns can help uncover their true motivations and concerns. By committing to ethical marketing techniques, businesses can craft campaigns that not only achieve their objectives but also foster long-lasting, positive relationships with their audience.
A note here on permission-based marketing: Respecting customer privacy by securing data and opting for permission-based marketing can enhance your brand’s reputation as a consumer-friendly entity, which actually has real impact on how email providers filter your emails (like if they’re going to send you to the spam folder or just straight up block your emails) and can dramatically improve open-rates and sales from email campaigns. As of February 2024, Gmail and Yahoo's spam policies became MUCH stricter. If you're not complying with their Spam Policies your emails won't reach your customers, and if you have a Google account and you're not playing by the rules they can turn off your email altogether. Also, the Spam Act of 2023 Australia is pretty strict when it comes to email marketing. Essentially, in both cases, it comes down to requiring people's permission to email them, and making sure they can unsubscribe at any time. If you need help understanding how to be email compliant feel free to book in a call. But there’s also a bit of information at the links below.
Conclusion: Building Better Marketing Through Empathy
Empathy is more than a buzzword—it’s the foundation of ethical, effective marketing. By understanding your audience’s emotional space, crafting thoughtful offerings, and using supportive language, you can create campaigns that resonate deeply and drive meaningful engagement.
Ditch the hard sell. Instead, focus on solving problems, building trust, and fostering connections. When you prioritise empathy in your marketing, you’re not just promoting a business—you’re creating a brand that people feel good about supporting.
If you want help putting together your marketing plan or want it done for you, I'm here to help. Book in a call with me to go over the details, or apply for one of my limited Marketing Management spots here. I would love to work with you to achieve your goals.
As always, you got this. I believe in you.

Much love, Milly
Milly Morgan, The Blue Fairy.