Persuasive writing is the form of copywriting that influences the reader to take a pre-defined action.
Whereas, Empathetic Copywriting is about – understanding your audience, genuinely educating them with the options you have so that you transform their lives. All this, without sucking their blood (*hammering to sell!).
Empathetic copywriting is written keeping real people in mind unlike persuasive copywriting – which sounds solely sale-oriented.
I’m not saying there is not going to be any kind of persuasion in empathetic copywriting. I’m saying that the element of persuasion will come from a point of genuine care and goodwill toward your clients.
And that’s why, writing with empathy is what attracts your best of clients.
How to write with empathy
The first step to marketing is brand messaging. Marketing begins with sorted brand messaging.
As a business, your core brand messaging should identify with your audience. And at the same time, it should clearly reflect your biggest strengths to evoke a collaboration.
Your core brand messaging should blend in such a way that your biggest strength is all about solving your clients’ biggest pain points.
See, this shows that you’re in business for one main reason – to complement your audience’s weak points by giving them the exact solution they’re looking for.
You’re here to free your audience from the exact worry that’s been hindering their growth and transformation.
And imagine how much your clients will agree with you if your brand messaging identifies and empathizes with them.
Imagine how much your clients will adore you when you’re creating content only with an intention of adding value first.
KIP: The 3-step formula to write with empathy:
- Know your audience’s exact pain points
- Identify with their struggles and acknowledge that in your copy
- Promise them to end the struggle and bring growth and transformation
Seal the gaps in your communication with empathetic copywriting
Putting yourself in the audience’s shoes – is the first step to understand, identify and acknowledge their biggest pain points.
Empathy is when you make your reader feel heard, understood and important.
It is when you DON’T make them feel zoned out – they start relating to you.
It is when you DON’T make them feel like a faceless speck from the masses – they start valuing you.
It is when you make them feel understood – the chemistry of liking strikes.
So it all boils down to understanding your reader. Inside out.
Have you ever observed this – even in your relationships, listening and speaking out helps understand each other better than frowning and sulking? (This is coming from a person who was a big-time sulker! I’m still working on it btw.)
When you synthesize your audience’s thoughts that they find difficult to express, you’re attracting your audience.
When your audience
Empathetic Copywriting works because it:
- Doesn’t force/coax/pressurize/ your readers
- Doesn’t come across as
- Doesn’t limit user personas to a set of demographic patterns but also cares about
audience’stastes, traits and behavior in as much.
Benefits of Empathetic Copywriting
- Doesn’t repel your audience because you’re never giving them what they don’t want
- Helps clarify instead of confusing the reader
- Appeals to the person you’re writing for (imagine the horror of your reader not understanding you. Phew!)
- Simplifies your brand messaging and content creation process (because you understand your audience better now)
- Helps you lay a strong foundation for relationship marketing (which never fails when marketed to the right audience)
Marketing becomes less challenging with empathetic copywriting because you are aligning all of your content around your audience’s needs.
When you know how the reader feels and acknowledge that in your content, the reader acknowledges your empathy through – action, engagement, purchase etc.
Now you see how genuine connection + empathetic copywriting makes your business growth so much simpler and easier.
Summary: How to write with empathy
- First, understand your audience (their feelings, behavior and thoughts)
- Empathize and acknowledge (in your copy)
- Propose your solution (the transformation you bring)
The above three steps don’t look anything like online sales from far far away isn’t it?
How else do you empathize with your audience? What else do you do differently? Tell me in the comments.
Download this FREE guide to refer to Empathetic Copywriting offline.