New Marketing Communications Method Uses Latest Psychological Research to Increase Consumer Response.

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Emoticom today announced the introduction of AppliedEmpathics—-an innovative marketing communications method using the latest psychological research to increase consumer response. Following the four stages of empathy outlined by psychologists and clinical researchers, AppliedEmpathics uncovers the key emotional markers associated with a product, service or institution, creates an empathic brand or “face” that people recognize immediately and find emotionally appealing, and then uses direct marketing techniques to “talk” empathically with customers in ways that engender positive feeling-states and long-term brand loyalty.

Developed by Paul Nelson, a marketing and fundraising professional who holds a graduate degree in clinical psychology from Harvard University, AppliedEmpathics provides both for-profit businesses and non-profit organizations with an innovative means for generating response, increasing revenue, and improving ROI. “Organizations that treat people like real human beings get more people to respond,” states Mr. Nelson. “They know that when you show appreciation, people move closer. When you validate their needs and interests, people become more trusting. And when you persist in making real-life connections, they’ll become—and remain—your customer. Simply getting to know a person better can make a huge difference. Over 70% of American consumers say they are more loyal to companies that make an effort to get to know their personal needs and tastes. There’s a word for this kind of relationship: empathic.”

Drawing on the latest research findings from behavioral psychology, neurology and the cognitive sciences, combined with the tried-and-true methods of marketing research and communications, AppliedEmpathics offers the most sophisticated means available today for generating response and sustaining brand loyalty. It’s basic principals and methods were developed and field tested while helping a wide range of businesses and non-profit organizations successfully address challenges related to customer relations and consumer response. These organizations include Defenders of Wildlife, Time Inc., PC Connection, Serono Laboratories, Guideposts Ministries, Antioch Graduate School, Boston Museum of Science, Phoenix Zoo, and more than a dozen hospitals. AppliedEmpathics is especially useful in business sectors where relationships matter most—healthcare, hospitality, human services, tourism, travel, the arts, higher education, and wherever organizations depend on increased enrollment or membership.

A seven-question survey is currently being offered by Emoticom to marketing and fundraising professionals who want to learn how AppliedEmpathics can be applied to their specific product, service or institution. The survey can be requested by visiting

Located 90 minutes north of Boston, Emoticom is an innovative marketing communications firm that uses an emotionally intelligent approach to solve everyday revenue challenges related to customer relations and consumer response. A more in-depth presentation on AppliedEmpathics and Emoticom can be found at

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Patrick Gillam
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