Home Care Marketing & Sales Mastery by Approved Senior Network®
Dawn Fiala, Lisa Marsolais, Annette Ziegler, and Valerie VanBooven RN BSN provide insight into home care marketing strategies. They cover in-person, in-field sales and online marketing every other week. These podcast episodes are part of the Home Care Marketing Mastermind, sponsored by Approved Senior Network®. Find more information at https://ASNHomeCareMarketing.com
Home Care Marketing & Sales Mastery by Approved Senior Network®
Building Trust and Connection: The Power of Emotional Marketing and Human Connection in Home Care
Article: https://homecaremarketingnews.com/falling-for-your-brand-building-emotional-connections-in-home-care-marketing/
Can vulnerability in marketing genuinely foster trust and connection? Today, we uncover the secrets behind emotionally resonant home care marketing strategies that go beyond data. Inspired by a compelling Home Care Marketing News article, we discuss how focusing on trust and reassurance—especially for adult children choosing care for their aging parents—can transform your approach. We'll delve into the significance of storytelling and real-life testimonials to craft empathy-driven content that truly connects with your audience. And here's a twist: learn why admitting your brand's imperfections might make you more relatable and authentic, ultimately building stronger bonds with potential clients.
Expanding our conversation, we dive into the power of human connection in both professional and personal spheres. In an era dominated by algorithms and data, the true essence of empathy and vulnerability stands out as vital for building genuine trust. Our discussion extends beyond business, exploring these principles' impact on everyday relationships and interactions. By the end of this episode, you'll not only grasp how these concepts can revolutionize your marketing strategies but also how they can enrich your personal life. So tune in and discover how to weave empathy and vulnerability into the fabric of your interactions, creating lasting connections that matter.
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We see marketing everywhere we turn right. But today we're really diving into a world where it gets personal, like really personal. We're talking home care and how you market something so emotionally charged. I mean you're dealing with vulnerability, and trust on a whole other level.
Speaker 2:Yeah, for sure.
Speaker 1:So we found this article from Home Care Marketing News. It was just published, actually September 29th 2024. Very recent, oh wow.
Speaker 2:It's called Falling for your Brand Building Emotional Connections in Home Care Marketing and it just got me thinking like Well, one of the things that's so interesting about this article is it kind of reminds us that we live in a very data driven world, but people still make decisions based on emotions, absolutely, especially with something like home care.
Speaker 1:Yeah.
Speaker 2:You know, when you've got that question, that doubt, that, can I really trust these people?
Speaker 1:with you know, with someone I love. Yeah, that's huge, absolutely, and that's really what this article dives into. It's not just about selling the service, it's like you're tapping into, like you said, a whole other world of emotions, right?
Speaker 2:Absolutely, and I think what we often forget is that the target audience isn't always just the person who needs the care.
Speaker 1:Oh, interesting Okay.
Speaker 2:Right, it's their family, it's their kids. We're talking about adult children now who are dealing with their parents aging.
Speaker 1:Right.
Speaker 2:Potentially having to grapple with maybe putting them in a home, the fear of loss of independence for their parents, even guilt like I should be doing this myself. There's all these emotions tied into it.
Speaker 1:So you're marketing to this whole network of emotion.
Speaker 2:It's an ecosystem.
Speaker 1:That's way more complex than just saying hey, here are the features of this retirement home.
Speaker 2:Oh, absolutely yeah. And that's where I think this article gets super interesting is it's saying that marketing in this space, in this home care space, is less about selling.
Speaker 1:Okay.
Speaker 2:It's more about offering solutions to very real, very human problems.
Speaker 1:And, like you said, providing a sense of reassurance, like it's okay, we're here to help.
Speaker 2:Exactly that. Peace of mind, yeah, so important.
Speaker 1:And that's where this article really surprised me. It's like headfirst into storytelling, you know, and you'd think with something like home care, where it's so sensitive right. You'd stick to the facts, the figures you know.
Speaker 2:Yeah, but I think when you look back at some of the most powerful ads you've ever seen, it's probably because they told a story.
Speaker 1:I know absolutely.
Speaker 2:Stories have this amazing way of just kind of bypassing all of our logical defenses.
Speaker 1:Yeah, for sure.
Speaker 2:And they tap directly into our emotions and our memories and our values in a way that just like straight to the heart.
Speaker 1:So when you're talking about home care, how do you actually use that?
Speaker 2:Well, so they use this example of testimonials, which I think we've all seen a million times, let's be honest. But I think the point here is that, in the context of home care, a genuine, you know testimonial isn't just about praising the service, it's about showcasing that positive impact that it's had on real people's lives. It's about showcasing that positive impact, right, that it's had on real people's lives.
Speaker 1:Yeah.
Speaker 2:It's that. Look, we understand the challenges that you're facing. You know, and we've helped other people overcome them.
Speaker 1:Yeah, so it's not just a brochure. With a smiling face, it's like I'm actually connecting with this story. But the article doesn't stop there, right.
Speaker 2:No.
Speaker 1:It talks about this idea of empathy driven content which, to be honest, when I first read it I was like that feels a little buzzword, yeah. Like isn't all content supposed to be empathetic to a degree?
Speaker 2:Right. Well, the word empathy is definitely having a moment. Right now it's everywhere, but it's true. This is about really going beyond, just like the surface level. Ok, empathy, really stepping into the other person's shoes, like what is it like to be them?
Speaker 1:Okay, so give me an example. How do you do that Like? What does that look like in practice?
Speaker 2:Okay, well, think about the emotional burden on caregivers.
Speaker 1:Oh yeah.
Speaker 2:Right. Instead of just listing out like these are the services we provide, you create content that actually acknowledges those challenges of caregiving, like the emotional toll it takes, the sacrifices that people are making. You're not just selling respite care. You're saying we see you, we understand what you're going through and we're here to help.
Speaker 1:So you're addressing those unspoken anxieties.
Speaker 2:Exactly.
Speaker 1:Things that people might not even be able to like say out loud to themselves.
Speaker 2:Absolutely, and it goes even beyond, just like acknowledging the hard stuff too right.
Speaker 1:Yeah.
Speaker 2:Like, it's also about celebrating the small victories. I like those, those moments of joy and connection that make it all worthwhile.
Speaker 1:Yeah.
Speaker 2:It's about hope and possibility as well.
Speaker 1:So it's not about manipulating people, this empathy driven content. It's about acknowledging it, respecting it, speaking authentically to those people who are feeling it.
Speaker 2:Exactly, Exactly. It's about building trust by showing, not telling. You know that you understand, and I think that takes us to, honestly, what I found to be the most fascinating part of the article. Oh okay, which is this idea of vulnerability and marketing?
Speaker 1:Vulnerability. Okay, now, that's not something you hear every day, I mean especially in the business world. No, not at all it feels like the opposite of what most companies are trying to project.
Speaker 2:Right.
Speaker 1:Especially with something as important as elder care.
Speaker 2:Yeah, it's true. I mean we're kind of conditioned to think that businesses should project strength.
Speaker 1:Yeah.
Speaker 2:Infallibility, Like they can do no wrong.
Speaker 1:Strength yeah, infallibility, like they can do no wrong Right.
Speaker 2:Exactly. But think about it this way Like when someone admits they messed up or that they're not perfect, doesn't it actually make them more relatable, like more human?
Speaker 1:Totally yeah. It's like they're not just some corporate robot, you know.
Speaker 2:They're a real person with, like real experiences.
Speaker 1:Exactly.
Speaker 2:But how do you translate that, Like I don't know, into marketing, especially when we're talking about something as sensitive as home care?
Speaker 1:So this article gives this example of a home care agency right and they basically shared a story about a time that they struggled. They were trying to find the right caregiver for a client who had really complex needs.
Speaker 2:OK.
Speaker 1:And they talked about the challenges they faced, the lessons they learned and how they finally, like, figured out a solution, you know.
Speaker 2:So it's like they're saying we're not perfect, like we make mistakes. Oh, we're learning, but we're learning and we're growing. Yeah, I got it.
Speaker 1:Exactly, and you know, I think by being so open about their you know their struggles they probably built a lot more trust.
Speaker 2:With you know, with possible clients, because it's counterintuitive.
Speaker 1:Totally.
Speaker 2:But it works. You know what I mean.
Speaker 1:Yeah.
Speaker 2:Think about the company that's like you know picture perfect, image, right, never any flaws, never any challenges.
Speaker 1:Yeah, it's like come on. It's like come on, like are you for real? Yeah, exactly yeah, and it feels inauthentic, totally inoffense, a little untrustworthy almost yeah, for sure.
Speaker 2:Like you were saying earlier, it's like they're more concerned with just protecting their image yeah than they are about actually connecting with, you know, with other people like on a human level exactly on a human level and when you're talking about something like home care.
Speaker 1:Yeah.
Speaker 2:That human connection, it's everything.
Speaker 1:Oh for sure. So we've gone kind of deep on this whole home care marketing thing, yeah, and you know what? What strikes me is how this like seemingly niche topic has really become this broader conversation, like we're talking about empathy, vulnerability and how we connect with other people.
Speaker 2:And how important that is.
Speaker 1:Yeah.
Speaker 2:I mean, in a world that's so obsessed with data and algorithms and all that, I think it's important to remember human connection still matters.
Speaker 1:And it's what resonates with people at the end of the day.
Speaker 2:At the end of the day, yeah, it's true even in the business world.
Speaker 1:Ok, so on that note, here's a thought I'll leave you with. Okay, so on that note, here's a thought I'll leave you with. We explored how businesses can use empathy and this idea of vulnerability to build trust with people. But how can you use that in your own life? That's a good question, right Like in your relationships and just your everyday interactions. Just food for thought. Yeah, until next time.
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