Empathy And Authority In Marketing

How to be the guide customers trust

Harry Potter starts his story unaware that he is a wizard. Although he has courage and potential, he knows very little of the world he is about to enter. He relies on others to explain the rules, build his abilities and help him spot danger.

That gap between what a character can do now and what the challenge demands gives a story room to develop. In marketing, it also helps explain why a capable customer might need your business.

They have an outcome in mind, and your expertise may help them reach it. To build their confidence, your message must demonstrate that you understand their circumstances and have useful help to offer. This is where empathy and authority in marketing work together.

Why a capable customer still needs a guide

Describing the hero as the weakest character is a memorable way to explain why a guide is needed, but the idea needs handling carefully. Heroes are not always weak. They may just be confronting an unfamiliar situation and have strengths they have not yet learned to use.

Your customers deserve the same distinction. A marketing director may understand strategy perfectly well and still need an outside perspective. A landlord may know how to manage a property but prefer to hand over the day-to-day work. An experienced founder might need specialist advice on a decision they have never faced before.

Begin by understanding the customer’s intended outcome and identifying where you can contribute. Do not make it sound as though needing your help means they have fallen short.

Our guide to making your customer the hero explains the wider approach. Here, the question is how your business earns the right to guide them.

What empathy and authority mean in marketing

Donald Miller’s StoryBrand framework describes two qualities a guide needs: empathy and authority.

Empathy demonstrates that you understand the customer’s problem and its significance to them. Authority gives them grounds to believe you are able to help. Together, they answer two reasonable questions: “Do you understand my situation?” and “Can I trust your advice?”

Empathy makes people feel understood. Authority gives them confidence in your help.

This does not require an equal number of sentences about each. A short acknowledgement followed by a relevant example may be enough. The balance depends on what the customer needs to know before taking the next step.

Show understanding without making assumptions

“We understand your challenges” is easy to write. It leaves the reader to guess which challenges you mean.

Compare it with: “Your sales team is having plenty of conversations, but too many prospects leave without understanding why your service costs more.” That gives a particular business owner something recognisable to consider.

Use the questions people ask in enquiries, the concerns they raise in sales calls and the explanations they give when a project stalls. Look for the practical consequence of the problem. What is becoming harder, taking longer or creating uncertainty?

Be careful with emotional labels. “You must feel overwhelmed” can sound presumptuous, especially to an experienced buyer. Describing the situation gives them room to recognise themselves without being told how they feel.

When being relatable starts to weaken confidence

Imagine a customer tells a marketing agency, “Our marketing isn’t working.” The reply comes back: “Oh, ours is a nightmare too.”

There might be a moment of shared amusement. The customer is still waiting to hear how the agency can help.

The problem is empathy without a credible way forward. Talking about a difficulty can help if you explain what it taught you or how it has shaped your current approach. It offers less reassurance if the discussion leaves both sides in the same difficult position.

A more useful response would be: “Let’s look at where enquiries are coming from and what happens after the first conversation. That will help us decide what to investigate before recommending changes.” It shows attention to the problem and explains a sensible first step.

Choose evidence that answers the customer’s concern

Authority does not need to sound grand. It needs to be relevant.

Twenty years in business tells a customer how long you have been operating. It does not automatically tell them whether you can handle their particular brief. Explain which part of your experience applies, or show work that addresses a similar problem.

If a buyer is worried about implementation, show how you manage the handover. If they doubt whether your service suits their sector, use an appropriate case study. Where qualifications matter, make them easy to check and explain their relevance.

A clear process helps customers judge your approach, although a process alone does not prove results. Pair it with genuine evidence where you have it. When you are new, be precise about your existing experience and show a useful sample of your work rather than implying a track record you have not built.

For more on choosing useful customer evidence, read our guide to testimonials that help customers make a decision.

Three ways to put empathy and authority into practice

A letting agent

Before: “We are a leading letting agency with an experienced, dedicated team.”

After: “Managing a rental property can become a second job. We handle tenant enquiries and co-ordinate maintenance, with a named contact who keeps you informed.”

Support this with a genuine landlord testimonial about communication or maintenance. The service description explains the help; the evidence gives the reader a reason to believe it.

A consultant

Before: “We deliver innovative solutions through unrivalled strategic expertise.”

After: “Your team has agreed to grow but each department has different priorities. We help you turn those priorities into one delivery plan, with clear responsibilities.”

A relevant case study can show how the consultant handled competing priorities, what the client did and what changed.

A managed IT provider

Before: “We know how frustrating IT problems can be.”

After: “When staff cannot access the systems they need, work stops. Our support team investigates the fault and keeps your contact updated through to resolution.”

Explain the actual support hours and escalation process nearby. Those details help the buyer decide whether the service meets their needs.

Check the message where customers make decisions

Choose one service page or proposal and review it from the customer’s position. Can they recognise their situation, see the help you offer and find evidence relevant to their decision? Is it clear what happens when they enquire?

Apply the same test to a sales conversation. Check your understanding before recommending a solution. If you are unsure what is causing the problem, explain what you need to investigate. That gives the customer a clearer basis for judging your advice than an immediate promise you cannot yet support.

The guide’s role carries through into delivery. A reassuring website needs to be followed by useful questions, realistic expectations and the service you described.

Frequently asked questions about empathy and authority in marketing

What is the difference between empathy and authority in marketing?

Empathy demonstrates understanding of the customer’s situation. Authority gives them a reason to trust your ability to help, through relevant expertise, genuine evidence and a clear explanation of your approach.

Does making the customer the hero mean hiding our achievements?

No. Explain achievements in terms of the customer’s decision. An award, qualification or result is useful when it supports a relevant claim and the reader can understand why it matters to them.

Can sharing our own struggles build trust?

Yes, when the experience is relevant and you explain what it taught you. Keep the focus on how that learning helps the customer, and be honest about any limits to the help you can offer.

Where should empathy and authority appear on a website?

Use them where customers assess your service, including the homepage, service pages and enquiry journey. Put evidence close to the claim it supports and explain what the customer can expect from the next step.

Make your expertise easier for customers to trust

If your marketing describes your business well but leaves customers unsure how you can help, start with the message. Our StoryBrand messaging service helps you clarify the customer’s problem, your role and the value of your offer.

Book a free 30-minute strategy call with STORY22 to discuss where your messaging needs more clarity.