The Case for Heart-Centred Marketing: Let's stop inflaming the pain points
- Laura Higgins
- Jun 16
- 6 min read
Updated: Jun 23
Has high-pressure, pain points marketing had its day? OMG, I hope so.
Because it makes me hopping mad. So mad that I posted this about it on LinkedIn, one of its most prolific platforms.
Was I scared that calling out dishonest, manipulative, fear and guilt-inducing marketing (often called bro-marketing) would attract a LinkedIn lynch mob – I was. Then I thought, 'dammit, Laura, pull on your pitchfork-proof undies and press 'post'. So, I did.
And the result?
Over 53,680 impressions, 109 reactions, 52 comments, 2 reposts later, it seems I'm not the only one who's fed up with having her feeds crammed with fraudulent, fear-mongering, 'it's all your fault that you're not rich/hot/famous' marketing messages.
“When I joined LinkedIn last year, I was shocked to see many of the 'top minds' here using the same exploitative tactics. And you're absolutely right. They manipulate emotionally motivated reasoning, conditioning their audiences to fear/anxiety/anger-based engagement.
It's abhorrent, and we need a cleaning of house, or an exposé of their tactics, because they aren't authorities. At best, they're experts in manipulating perception.”
'I am with you! I have also noticed how toxic and judgmental things have gotten.'
'Yes!! The bro-style pain point marketing is just outdated, so thank you for sharing this post, Laura.Bring on visionary marketing that empowers people to rise rather than preying on their fears!'
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Bro-marketing – what heart-centred marketers are up against – and what we might also be guilty of
Before we move onto how visionary, heart-centred marketing can offset the toxic tide of bro-marketing, let's take a lightning look at how it works, what we're up against and which of its dodgy doings we might be guilty of.
A bro-marketer, deftly defined in the above-mentioned
'Bro' Dictionary as, 'a person of any gender identification whose primary motivation is to yield the most money from the most people in the shortest amount of time possible.'
As a heart-driven marketer, that list of dodgy behaviours and downright disgusting 'features' revolts me.
But if I'm going to be transparent and honour one of the cornerstones of my kind of authentic, heart-centred marketing – I need to fess up to FOMO and scarcity being features of some of my work.
Why am I telling you this?
Besides finally being driven to express the frustration and anger that engulfed me after reading one too many high-pressure, pain point posts, I've also realised I need to reality check my own practice for dubious pain point marketing.
Is pain points marketing inherently 'evil?'
No. Identifying pain points is Marketing 101. We do it to understand our audience's wants and needs. So far, so good. It's what we do with this intel that separates the bro-marketers from … well … the rest of us.
Bro-marketing pokes, prods and inflames pain points. It aims to herd humans who are hurting towards their spurious 'solutions', corral them like [insert metaphor of trapped animals of your choice] and sell them something expensive and unworkable.
Heart-centred marketing acknowledges pain points. It doesn't inflate them, judge you for having them or turn them into baited hooks.
“Totally agree. I've always struggled with the P-A-S copywriting framework for this reason specifically. Pain point marketing is such a core part of what we're taught as copywriters, marketers, content creators, etc. - but if it makes your audience feel like they're not enough, is it worth it? At what cost are you getting those sales? That's why I don't work with clients whose products, services, or strategies I don't believe in. If I don't feel like I'm genuinely improving people's lives by connecting them with a brand, it's not worth it.”
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What is heart-centred marketing?
Heart-centred marketing is less about shouting into the void and more about sitting down with your audience like you would over a cuppa. It's about listening, connecting, and honouring their journey.
It's marketing that feels good to give and receive.
It's empathetic marketing
Heart-centred marketing is grounded in empathy. The (often curious but careworn and chaos–fielding) human on the receiving end of it feels seen, heard, valued and supported.
Don't confuse empathy with sympathy, which shows up often in high-pressure, pain points marketing, looking something like this….
'Sympathy drives disconnection. Empathy fuels connection.' |
This is Brené Brown's opener to an animation that nails the difference in under three minutes.
Heart-centred marketing exists to serve people with integrity
As opposed to 'ticking off' conversion boxes and raking in the dosh.
Heart-centred marketing is all about building healthy relationships that make humans feel safe. It builds trust and alignment. It uplifts and makes a lasting impact.
It's slow, deep, and far more sustainably successful than going for quick wins.
Like this:
In my 'pre-hive life', I was Director of Industry and Business for Community College Gippsland. I helped grow my department into a $6 million powerhouse—with 70 staff all working towards one 'soul' purpose: helping people gain qualifications and meaningful employment.
We didn't get there by pushing flashy campaigns or fostering any other kind of high-pressure, pain-point marketing on vulnerable people facing big life challenges.
We got there by:
Building rock-solid relationships with industry and community partners to create genuine opportunities for purposeful, dignified work
Having regular conversations (and cuppas) with local employment agencies to build clear, step-by-step pathways, which all started with giving people the courage to re-enter training, often after experiencing poor educational outcomes.
Listening deeply to what our people wanted and needed - by holding space over lots (and lots) of cuppas for them to share their experiences, fears, dreams and aspirations. We asked, "How can we help you move forward?"
Heart-centred marketing is good for business
When you approach selling anything at all, skilfully (more on this in a minute) and with integrity, kindness and the desire to make a difference, success, in all its life-enhancing forms, will very likely follow.
Heart-Centred Marketing in Action
Exceptional Care for You (ECFY) provides in-home disability and aged care services. They are renowned for peerless client/carer pairing and for going way beyond the extra mile to exceed every client's expectation for top-notch care.
Two years into our 'fab collab' with ECFY, our human-centred, heart-driven marketing has helped them grow into a multimillion-dollar beacon of all that's good in aged and disability care.
Did we do all-the-things any marketers worth their salt would do? Of course we did. Did we approach any of those things by preying on the anxieties of some of our community's most vulnerable people? We did not.
We did five things with what ECFY Director Di calls our 'trademark enthusiasm, knowledge and skill' to infuse every message on every platform with ECFY's 'trademark joy and compassion.'
Di put the case for honesty, positivity and relationship building in her response to my LinkedIn post:
5 Ways to practice heart-centred marketing
Be genuine Real stories, real voices. Less of your 'product' and more of 'you.' No inflated numbers or "look at me!" bragging. Just honest, grounded sharing that resonates with like-minded humans on a deep and personal level.
Put service first and sales second Market because you truly believe your offer will help. Devise actual, doable solutions, not ones that only work in the world of wank-word marketing. Solutions that you believe in your heart of hearts can solve a particular problem. Then, communicate them clearly, accurately and honestly.
Empathy (not sympathy)-led messaging Show you understand your audience's feelings, not just their pain points. Speak 'with' not 'at' them. Listen to what your gut and intuition tell you about what they're 'not saying.' Reassure people whose exposure to hardcore pain points marketing has left them feeling guilty or ashamed that it's not their fault they haven't beaten 'the problem.'
Consent + Clarity Clear pricing. Transparent promises. Opt-ins, not traps. People will know what they're saying 'yes' to. Be upfront about your intentions and in all your communications
Values-driven language and visuals Your language and visuals reflect your mission, values, and respect for the people you help.
Try: "You deserve a business you love. One that supports your life and embodies everything you're passionate about — let's find out what that looks like." Instead of (my pet hate!) 'Make $10K a month (or other generally unattainable goal) - 60% of small businesses fail in their first five years. Don't be one of them! Try: "This offer might be a sound next step—if it feels right for you." Instead of: "Don't miss this, you'll regret it! |
Love to see the whole empathetic, values-driven marketing kit and caboodle in action?
Enjoy these 9 Genius examples
At the heart of everything - building trust and community
Heart-centred marketing builds trust, connection, community and loyalty. People stick with and champion you and your business.
If you feel like your marketing could use a pulse check. Or, if you know you want more heart and soul, I'd love to chat about how we can make your message feel good to give and receive.
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