A free solo climbing entrepreneur would probably have a hard time marketing insurance to government employees. The reason is that it would be difficult for him to empathize with his audience. Civil servants tend to have a different perspective then somebody who risks his life as a hobby.
The example above is extreme, but to successfully market or sell a product it is necessary to empathise with your audience. And that is a lot more difficult than it might seem. We have many unconscious assumptions about how others make decisions.
With empathy you can cater to the needs of your customers. You need it to understand their dreams, fears and desires. Know who they are and what they care for. When you appreciate all of this finding the best way to reach them is only an afterthought.
I am not saying you have to buy a labor simulator for men when marketing to expecting moms, but it probably helps.