If you’re trying to sell a product that warrants consideration, jumping to the sale too quickly is more likely to result in failure than success. Frances Khalastchi, co-founder of Better Bolder Braver, explains in this episode how we can use the journey of consciousness to guide prospective clients and customers to a purchasing decision, using empathy.Along with Simon Batchelar, Frances works with coaches to help them reframe their attitudes to marketing, and position themselves as the guide in customers’ stories, not the hero.Some things to considerYou don’t have to be in service of everyone all the time, at the expense of your own wellbeing.Business can benefit from more ethical and empathy-driven approaches to marketing, rather than relying on charm pricing or artificial deadlines.Prospective customers and clients go on a journey from problem-unaware to most-aware, and you can create empathetic content that meets them at different parts of that journey.LinksFind Frances on LinkedInBetter Bolder Braver