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Howdy, and today I need to discuss why sympathy is significant in your promoting. I simply distributed by Forbes article on seven fundamental inbound advertising systems for human services, and the absolute first standard is to lead with sympathy. You've heard us discussing Story Brand, and one of the truly center bits of the Story Brand system is driving with compassion, the possibility that your client is the saint of the story. You're not the legend of the story, thus I think sympathy is a huge bit of this, yet I need to talk a tad regarding why compassion is significant, so some increasingly noteworthy stuff. The primary thing I need to discuss is when the vast majority hear compassion, they don't think sympathy. They think compassion, and compassion, I would state, is something altogether different than sympathy, isn't that so? You send somebody a compassion card, you're extremely sort of removing yourself from them, yet sympathy is truly feeling close by t...