„We need more compassion in our writing,“ said Dr. Shuldiner, low vision optometrist and founder of the IALVS (International Academy of Low Vision Specialists). „Our texts are too cold and theoretical; there’s not enough empathy in them!“
I listened as he explained how most patients arrive at his practice only after having been told they are going blind, and there’s nothing that can be done.
So, here I was. I had researched the medical conditions leading to low vision for the past two weeks but suddenly felt that it was all for nothing.
How do I address readers who have just been told they’re going blind? What do I tell them?
That’s when I began to understand what it means to write medical marketing content.
Auch in der Landwirtschaft hat Hightech festen Fuß gefasst. Immer neue Innovationen sollen – und müssen – die Erträge verbessern und die Arbeit vereinfachen.
Letzte Woche hatte ich die Möglichkeit einen Gastbeitrag auf Re:Levant, einem deutschsprachigen Israel Magazin zu veröffentlichen. Das Thema konnte ich mir selbst aussuchen.
Der Artikel stellt sieben israelische Bee-Tech Firmen vor, die sich zum Ziel gesetzt haben, das Problem des Bienensterbens zu lösen. Dabei gehen sie die Sache von vollkommen verschiedenen Richtungen an, die alle interessant und erfolgversprechend sind.
He looked at me with a frown, “but we never give each other presents.”
“Not a present, just something, a flower, even.”
“But I bring flowers every Friday.”
“So, bring an extra one. I don’t know, just something to feel it’s my birthday.”
On Friday morning, I got up to this:
A handful of delicate roses,
three balloons over the kitchen table,
One set from my favorite dishes – the ones I only take out on special occasions,
and my usual peanut butter and honey.
A note said, “Happy Birthday 🙂 !”
I stood there with a smile and watery eyes! He nailed it.
He succeeded in making my day with so very little. And you know why? Because he knows my routine and what matters to me. He paid attention to how I treat occasions to make them feel special to me.
By showing me that he pays attention, he made me feel that he cares.
So, why am I telling you all this? Not because I want to show off my awesome partner (well that, too) but the main reason is that there’s a simple lesson that I want to share:
If you want someone to feel that you care, pay attention to them!
Pay attention to what they do and how they do it, listen to what they say and how they say it.
It’s true for your family but also goes for customers, clients, and readers. Don’t try to impress or tease them into thinking you care. Just get to know them. Give them what they need, not what you think they want.
The real beauty in this is that you end up genuinely caring once you start paying attention, whether you want to or not. It just happens.
Seit Beginn der Corona-Krise ist das Geldverdienen schwierig geworden. Auch ich sitze zuhause.
Bevor ich morgens meinen Computer öffne und mich auf Kundensuche begebe, öffne ich ein kleines Büchlein, das meine Mutter mir einmal geschenkt hat. Es enthält Gedichte und Gedanken von Goethe – für jeden Tag ein paar Zeilen.
If you think affiliate marketing started on the internet, think again. O.k., sorry, you’re right! We can’t imagine a world without the internet either.
But seriously, refer-a-friend-programs existed before the web. Discounts for customers who recruited new clients were popular in certain industries; however, most schemes didn’t last. One considerable challenge was the tracking of referrals, discounts, and the overall process.
Things weren’t always as easy as they are with today’s advanced tools. You can see how computers come in handy here and how the internet opened markets and opportunities. It took innovative minds to get to where we are today.