Persuasive writing only gets you so far. It’s like a click-bait headline. You love it at first and then you’ll hate the sender for cheating on you.
Whereas Empathetic Copywriting is all about connecting with your readers better. It’s about being in their shoes. It’s about sharing their excitement, understanding their pain, knowing their fears and empathizing with their frustrations.
If you can make your readers relive their emotions towards their pains or dreams by painting a picture, you have achieved empathy.
How to start connecting with your reader
To connect with your readers, you should first have understood them and should know them inside out. You should have the knowledge of the kind of people they are. If you can figure out the answers to the following questions, you will have a solid research material ready to write copy that converts beyond a doubt!
So the questions you should be asking are:
- What makes your audience sad?
- What makes them happy?
- What keeps them worried?
- What gets them excited?
- What are their priorities?
- What makes them feel threatened?
- What are their biggest challeneges right now?
Write for real people with real emotions. Because logic makes people think, it’s the underlying emotion that makes people act. And conversion copywriting is entitled to make your reader take action.
It’s not like there is not going to be any kind of persuasion in empathetic copywriting. It means 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 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 instant connection and collaboration.
Your core brand messaging should proffer your image in such a way that it instills trust and confidence in your clients. The message should inspire your reader to keep thinking about the transformation.
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 that big fat suffering that’s been hindering their growth and transformation.
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 the intention of adding value first.
How to keep your audience thinking about what you said
Do you remember the history lesson you learned in grade 5?
Do you remember the movie you watched when you were 10?
The reason you don’t remember the story from the movie and not the history lesson is because you mirrored and experienced the emotions played in the movie. You have associated and empathized with the protagonist. Likewise, help your readers re-live their pains and frustrations through your copy. Help your readers to imagine a life without these pains and frustrations and then place the capability of your solution.
This creative process of empathizing with your audience is what brings sales online.
KIP: The 3-step formula to writing 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 desired outcomes
Seal the gaps in your communication with empathetic copywriting
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?
When you synthesize your audience’s thoughts that they find difficult to express, you’re winning them.
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 the
audience’s tastes, 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 with unwanted information
- 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.
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?
What do you do differently to empathize with your audience? Tell me in the comments.
Download this FREE guide to refer to Empathetic Copywriting offline.