How To Attract Ready-to-Invest Leads With Empathetic Copywriting

How to attract ready-to-invest leads with empathetic copywriting

3 years ago, I met up with an app developer at a local startup meet. He had a painful story of losing $25000 building an app whose ROI was less than one dollar.

He tried to understand why his product failed when:

  • the end-users loved the demo
  • they loved using the app
  • they appreciated the UX and UI too
  • the target audience appreciated the idea
  • they thought it was useful as well

Yet, the product failed.

Devastated, he narrated the story to the crowd, seeking for answers in their eyes.

A sassy marketing expert came forward and asked, -“Did you refer to your market research material while you designed it’s features?”.

After a few seconds of embarrassing silence, the app developer asked – “What is market research?”!

So, this passionate startup owner went straight into building the app ASSUMING all of the features himself and he ran into a debt of $25000 that he had invested out of his pocket.

Lesson? It was an app loved by many, but utterly un-needed.

Learning about the user journey helps you shape your product AND your marketing. You sell well when you know what you’re building, for whom and why you’re building it.

You see? The first step to a successful product launch is to create a product your audience NEEDS and then market around those needs to attract qualified leads.

How to Qualify Leads and Convert Better

To connect with your readers on an emotional level, you should know them inside out.

How do you do that?

By asking questions like:

  1. What makes your prospects happy?
  2. What makes them cringe?
  3. What keeps them worried?
  4. What gets them excited?
  5. What are their priorities?
  6. What are their apprehensions and expectations?
  7. What outcomes do they dream about all the time?
  8. What makes them feel threatened?
  9. What are their biggest challenges right now?
  10. What makes them nervous?

Understanding the underlying problems and creating a solution around these problems gives you a solid product that people actually need unlike the one this passionate startup owner had created.

With a solid product, built on people’s real demands, you can set-base to market.

You now have full permission to go tout about how YOU know to fill that aching gap your audience couldn’t

You don’t qualify leads, you qualify your marketing content. Quality leads begin to flow when they can empathize with content that brings clarity.

Tip: Read more about writing with clarity and establishing authority.

Brain Chemistry and Empathetic Copywriting

Your readers dig details.

  • If it’s a physical product, they want to know exactly what it’s made of.
  • If it’s a service, they want to know what they get.
  • If it’s a solution, they want to know how it works.

Once they know the details, they’re ten times more likely to buy from you.

Now, why does this work?

The ever-curious human mind stops releasing the stress hormone, cortisol, the moment it understands that you are in a familiar environment.

By giving out the exact details of working with you, you’re creating a safe, future environment for the reader by telling the reader’s brain that:

  • You’re in a safe, familiar environment
  • You’re with someone who knows how you feel and empathizes with you
  • You can stop being in the fight-or-flight mode

Marketing is about understanding your audience, empathizing with them and inviting them to know more about your offer – nothing more, nothing less.

You’re here to talk about how you can free your audience from that big fat suffering that’s been hindering their growth and transformation.

How to keep your audience thinking about what you said

The reason you remember the story from the movie you watched when you were 10 but not the history lesson is because you mirrored and experienced the emotions played in the movie.

How you can use this technique to win your audience over:

  1. Pinpoint your audience’s exact pain points and address that in your copy
  2. Identify with their fears and anxieties and acknowledge that in your copy
  3. Promise the desired outcome (and deliver it in your product please)

What not to do in your copy

Okay, if you don’t keep the conversation going between you and your reader, the connection dies.

So, make your reader feel heard, understood and important.

This is how you roll:

  1. It is when you DON’T make them feel zoned out – they start relating to you.
  2. It is when you DON’T make them feel like a faceless speck from the masses – they start valuing you.
  3. It is when you make them feel understood – the chemistry of liking strikes.

So it all boils down to understanding your reader. Inside out.

When you synthesize your audience’s thoughts that they find difficult to express, you win their trust.

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

How to develop a memorable voice and brand personality through copywriting

Now that you know what to say, let’s focus on how you say it.

Your voice is nothing but your thought process – how you identify what to say and when.

Your tone is the language and mood and feelings you use to convey the message.

I’ve always loved Mailchimp copy. And you know what makes readers love Mailchimp? The tone. It’s easy, flowy and minimalistic. Notice the adjectives I used to describe the tone? That’s how you develop a personality around your brand.

Look at this example here.

How to build a friendly voice and write with empathy

The above form makes it want to sign up and see how easy it can actually be to get started with a Mailchimp account. You too, right?

That’s the magic of having a distinct voice and tone. People actually listen to you speak.

You too can develop a tone. Let’s run through these examples quickly to find out how.

1. People are addicted to cell phones.

2. Smart screen toxicity is harming youngsters.

What sounds more vivid and powerful to you? 1 or 2?

The first statement is normal that uses everyday words.

But the second one? It’s exactly pointing out who it’s harming the most – the youngsters. What is harming? – Smart Screen Toxicity. It’s done in an unconventional manner – yet without using any jargons that a layman wouldn’t understand. That’s how you develop a voice.

How not to sound in your copy

Let’s get straight to the point.

  • Don’t sound like you and your competitor are cut from the same cloth
  • Be different but never be inappropriate
  • Think aloud, but don’t harm
  • Don’t force/coax/pressurize/confuse your readers
  • Don’t limit user personas to a set of demographic data but also care about your audience’s tastes, traits, and behavior in as much.
  • Don’t talk. Make a statement.

Okay, these are the 6 big tips to follow every time you start with a copywriting project.

To practice, today you go back and pick a page of copy.

Rewrite the page by applying the tips and techniques you read just now and tell me how you feel about it at the end of the exercise 🙂

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.