Why Persuasive Copywriting Is Dead And How Empathetic Copywriting Attracts Your Clients

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:

  1. Know your audience’s exact pain points

  2. Identify with their struggles and acknowledge that in your copy

  3. 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 feel understood, they take the first step toward trusting you and believing in what you have to say. This tells them that you know where they’re coming from – a point of stress and struggle – a point that YOU have surpassed – a point in place they want to be

Empathetic Copywriting works because it:

  • Doesn’t force/coax/pressurize/ your readers

  • Doesn’t come across as salesy

  • Doesn’t limit user personas to a set of demographic patterns but also cares about audience’s tastes, traits and behavior in as much.

Benefits of Empathetic Copywriting

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.

How Emotional Intelligence helps you in Marketing?

Emotional quotient

I could easily say that I lacked what we called emotional intelligence, a few years ago.

I have come a long way as I have begun to understand myself better. It is also important to realize that the emotional state and stability are as important as the day to day cognitive functions.

A person’s cognitive ability is measured through the Intelligence Quotient. But is it the only way to success?

No! It isn’t enough if you have a good IQ score to succeed. Emotional Quotient is a factor that complements IQ to denote a success score.

EQ is as critical as IQ is to exist in this competitive world. Emotional Intelligence determines a person’s ability to network and communicate.

In today’s career path, it is impossible to go up the ladder without interpersonal skills. Understanding your ability to accept, acknowledge and work on your emotional stamina helps you achieve that prerequisite equilibrium. This state of equilibrium helps you to stay afloat, even during the most challenging of times. This, moves you towards success and achieve goals.

Any person’s EQ works alongside few verticals namely:

  • Awareness
  • Acceptance
  • Regulation
  • Determination
  • Empathy
  • Interpersonal skills

Awareness

Exposure to information about anything makes an experience worthwhile. Be it a product or service or a place, more trust is established when you know more about an entity or case. Likewise, in order to function effectively, we need to be aware of our emotional stature. It is important to give a thought to your behavior. For example, if you have reacted to a situation with anger, it is always better to tell the inner self that you did experience anger. Swaying away from acknowledging your emotions leads to conflicting personalities resulting in more problems.

Acceptance

Once you acknowledge the problem, it is essential to reflect on the ability to react your emotions without being a conscience judge. By accepting the faults, you are making an effort to study and assess your behavior. This helps in giving yourself time before making an impulsive decision.

Regulation

Only when you accept your behavior and reflect on it, you become capable of regulating it instead of being tamed by your emotions. When you possess power over your emotions, you also become emotionally stronger which is of utmost importance to being successful at workplace.

Determination

High emotional quotient signifies self-confidence. It showcases your ability to handle effects of external pressure without compromising your behavior. This trait makes you a highly appreciated professional. And, no matter what the repercussions are, you will stay motivated and determined.

Empathy

The moment you begin to understand yourself better, your emotional spectrum broadens. When this happens, there is more space to empathize with your peers and understand their emotional needs. This brings in harmonious existence at the workplace, in the long run leading to success via a positive circle.

Interpersonal skills

With the exceptional ability to have a command over your emotions, your personality stabilizes leading to lasting relationships. Building relationships and a strong network base happens only when you possess desirable personality traits.

The above factors prove that emotional stability encompasses your scholastic ability in determining success. Thus your emotional quotient thrusts your career ladder, eventually resulting in success. Do you agree with me? Do you think you are emotionally intelligent? Comment below if you have had a mention-worthy emotional journey.