In a day and age where authenticity is becoming less and less distinguishable, myself and many other consumers are much more cautious with where we put our loyalty and trust in a brand. I recently read an article that was published on Entrepeneur.com called, “Think Like a Journalist to Create Compelling Content That Gets Noticed” by Pratik Dholakiya who is the founder of Growfusely. The overarching message of this article urges copywriters to put themselves behind the minds of their consumers and think about what really resonates with them. In the article, Dholakiya writes, “You need compelling content to engage the audience and persuade them to take intended action(s).” Naturally, this is always the driving force behind any sales pitch. But times are changing in the realm of marketing and advertising. It’s not just about straight-selling or making cold calls anymore. The key to obtaining and retaining successful business is through meaningful relationships.

I remember when I was in college, my Introduction to Marketing professor had always emphasized the difference between B2B (Business to Business) and B2C (Business to Consumer). It wasn’t until I officially entered the profession of sales and advertising that I was finally able to comprehend the true meaning of this. Before, when I was a mindless young consumer with disposable income, I never thought about the hard work and effort that was put into marketing a campaign or product. I just bought things that were popular and well known and never thought twice about it. After being heavily immersed in the field of advertising sales, I can now see the larger picture. For those of you who are not involved in this area of expertise, it’s just like the science of any trade; long periods of strategic planning to ensure ROI (Return on Investment) with business. And when a brand giant meets a creative agency giant, products will be sold, money will be made, and consumers will grow an affinity for that brand.

If you are like my sister, you may immediately shed a tear when you see that heart-warming commercial that reminds you of the first time you ever rode a bike or the day that you first left for college. Creative agencies that touch upon significant memories and draw out these emotions create experiences with their audience. As humans, we seek relatability. We want to know that we are not alone in a certain cause. After all, we all experience the same emotions.

The NBA’s new creative agency recently released a promotional video, honoring Dr. Martin Luther King Jr.’s “I have a dream” speech by showcasing significant milestones in NBA history in regards to breaking down racial barriers. They simultaneously align an audio track of Martin Luther King Jr. reciting his speech in the background while showing clips from specific events. Again, this is a perfect example of marketing that resonates with an audience when a brand giant meets a creative agency giant.

Copywriters, marketers, and advertisers have to dig deeper into the inner-workings of their audience. They have to find that soft spot that immortalizes a commercial through powerful messages.

To capture the attention of your audience, you just need the one key trait that a lot more of us need to work on…and that would be empathy. This is how you win people over. When you understand your audience, you will succeed; Not only in work, but in your personal relationships as well.

(*Versions of this article can also be found on LinkedIn, Medium, and AchorandLeap.com)