Empathy Maps—

The Key to Getting to Know

Your Audience

Are You Forgetting That You’re Talking To Real Human Beings?

Marketers tend to focus too much on achieving metrics that they forget these numbers are driven by people

This Means That You Need To Get To Know Your Market

• How do you put yourself in your visitor’s shoes?

• How can you define what they will want and need?

• Are you even sure what you have to offer is something that they are looking for?

This Is Where Empathy Maps

Can Help

1. On a large piece of paper or a white, draw a large square

2. Divide the square into four equal sections—label each, SEE, HEAR, THINK & FEEL, and SAY & DO

3. Place a symbol of your target audience in the middle of the square

4. If needed, you can also add additional sections at the bottom to represent PAIN and GAIN

Empathy Map Step-By-Step Guide

Sample Empathy Map

Here are the questions you should be asking:

Think & Feel• What is important to new customers?• Do they think word of mouth is more credible over online reviews?• What problems keep them up at night?

Hear• What “self-talk” do they hear?• What types of music/podcasts do they listen to?

Empathy Map Sample Questions

See• How would they know they’re looking at a

quality product?• Do aesthetics factor into their decision

making?

Say and Do• What actions would they expect to take to

purchase your product/service?• What could they be telling others about

you?

Empathy Map Sample Questions

Pain• What are they moving away from?• What do they want to avoid?

Gain• What are they moving toward?• What do they want to get?

Empathy Map Sample Questions

Your Seriously Simple Marketing Hack

1. Print out an empathy map

2. Fill it out!

This Empathy Map Provided By: www.SeriouslySimpleMarketing.com

Hear

Say & Do

See

Think & Feel

Pain Gain

For More Information Visit:

www.SeriouslySimpleMarketing.com