Brief Overview

I was in total shock. I didn’t know what to say. But one act of kindness instantly deepened my relationship with this group. There is a great marketing lesson in today’s story for those who want to connect with any audience in a big way.

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Story

[02:00] Something tremendous happened to me when I was in Miami at our Impact Mastermind event. We had 2 days with this amazing group. At one point during the mastermind, I was sharing a bunch of things that we were doing in our business — including our launch plans and all the the nitty gritty that goes into our marketing. But in the midst of all that, I had a moment where I was reflecting back on the recent passing of my grandmother. Whenever something like this happens to somebody you love, you feel it. So, as I was sharing with the group, a little bit of emotion came out unexpectedly. The feelings were still very fresh with me and the group could see that. They were very supportive.

Anyway, we got back to the mastermind and things continued as normal. We had incredible discussions, we were helping each other, there were great hot seats, we got to dive into everyone’s business, and it was just an awesome 2 days.

[03:36] Toward the end of the second day, the group asked if they could share something with me. They handed me a card that said:

“Stu, we are all so sorry for the loss of your grandma. She sounds like she was truly an amazing woman. We’d like to build a classroom in honour of your grandmother. The entire mastermind has come together to do this and we simply want to honour her memory in the best way that we could think of. Much love to you. – all of in the Impact Mastermind.”

I didn’t know what to say. My jaw hit the floor. The group knew how big of a deal building schools has been for me and my wife – coupled with the fact that they wanted to honour my grandmother who means so much to me. It was an amazing moment and I am tremendously grateful.

This moment reminded me that business goes beyond the transaction. It’s about building those deep, meaningful relationships. And while I loved this group before, the relationship has just gone to an entirely new level.

[05:45] As I was reflecting on this moment on my flight home with my wife, it reminded me of 2 key things that I think in business we often take for granted or completely forget. Those 2 things are compassion and empathy. Compassion and empathy are 2 “marketing tactics” that can allow us to connect with the hearts and minds of our audience. Now, I understand that the mastermind group isn’t selling me anything, but it just got me thinking about the connection I felt with this group after this one act of kindness.

I’m always thinking about how I can connect with our future and existing customers and I just couldn’t help but reflect on this moment. Never had I felt so connected to this group and so grateful and appreciative, then when they showed compassion and empathy for a such a sensitive moment. There’s just a whole other level of connection.

[07:25] We can try and think about all the marketing tactics in the world to sell more of our stuff. But at the end of the day, if we just show more compassion and empathy toward the challenges and problems our clients are experiencing, the connection will go far deeper.

Memorable Quotes

“Compassion and empathy are what allow us to connect with the hearts and minds of our audience.” – Stu McLaren

Resources

MYB 039 – Clients for Life

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