As an Advanced Care Flight Paramedic for Canadian Helicopters, I was one of the most highly trained paramedics in the country. I could decompress a chest. I could administer blood products and paralytics. I oversaw ventilators and 3 channel IV pumps.  I was pretty cool... There wasn't much I couldn't do...

And like any red-blooded, "superhero  lifesaver", I was pretty proud of my skills and was proud of my abilities any time I had to put my training to the test.

But here's the thing, when one of my patients was in need, the situation wasn't about me. They didn't want to hear how awesome I was, how many times I had risked my life, or how many lives I had saved.

All my patient wanted, was to be rescued from their current problem. They didn't care if I used 7.0 endotracheal tube with curved size 4 laryngoscope blade or a BVM. In that instance, all my patient wanted to do was breathe! It wasn't about me or my skills at all.. 

When communicating with a market, most businesses make it about them.... like a paramedic talking about his "skills", a business talks about their product's or service's features. Those businesses don't take the time to consider where their potential client is coming from, what their pain point(s) are, or what benefit or solution they are in need of.

Applying the Empathic Marketing Strategy (EMS) serves the client's needs first and creates profound relationships between vendors and customers. People prefer to purchase from people with whom they have a relationship. EMS just naturally results in not only more, but higher dollar sales.

By understanding Empathic Marketing, you understand what you need to say to your customer to make a sale.

Chief Flight Paramedic for Canadian Helicopters, Ottawa, Ontario, 1999

Regional Firefighter Combat Challenge Championship,

Fort Collins, Colorado, 1995

(I'm the competitor on the left with the handlebar moustache!)