Marketing with

Empathy

A free guide to building relevance, trust and connection.

About the Book

Glad you’ve scrolled to this page. Really glad.

Because this is where things shift from theory to practice.

You’ve made it here because you don’t just want to market better. You want to understand better. You want to build something meaningful. You care enough to stop and ask what your customer is really going through.

This guide is not for everyone.

  • It’s for those who believe marketing is more than persuasion.
  • For leaders who want their brand to mean something.
  • For strategists tired of noise and gimmicks.
  • For professionals who care about people, not just performance.

If that sounds like you, you’re in the right place.

What’s inside

You’ll learn how to understand your audience beyond surface-level personas, and how to spot and close the emotional gaps often missed in brand messaging. You’ll explore how to build clarity, relevance and trust directly into your marketing strategy, without losing authenticity. You’ll discover how to recognise and avoid performative empathy, and what to do instead. And finally, you’ll get two practical exercises to help you turn insight into meaningful action.

This book was written after seeing smart teams say all the right things, yet still struggle to connect. I believe marketing should feel human. That empathy is not a soft skill. It’s a sharp one. This is the guide I wish more brands had.

Babajide Olowokere

About the Author

Babajide Olowookere is a creative digital marketing and strategy lead who believes brands should behave like people: with clarity, purpose, and empathy.

With over a decade of experience across marketing, digital strategy, branding, and leadership, Jide helps organisations move from noise to meaning. He’s worked with both traditional businesses and modern startups, guiding them through the shift from transactional communication to transformational storytelling.

Based in the UK, by way of South Africa and Nigeria, Jide brings a global perspective and a grounded approach. He leads with questions, listens with intent, and delivers with focus. He’s known for cutting through fluff, challenging assumptions, and bringing humanity back into the boardroom.

He believes marketing is not about saying more, but about saying what matters and backing it with how you show up. He currently serves as Digital Marketing & Strategy Lead at The Astute Group.

 

Babajide Olowookere

Who This Book is For

This guide is for brand and marketing professionals, founders, creatives, and strategy leads, especially those navigating the shift from simply doing more to doing what truly matters. Whether you're building a startup, growing a legacy brand, or leading internal change, this guide will sharpen your thinking and anchor your work in what matters most: people.

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