How to add empathy to your copy for a deeper connection
Empathy rules the day
Injecting empathy into your copy and your entire customer experience journey will set you apart from other brands. Why? If your prospects and clients feel connected and understood by your brand, they will be more apt to utilize your consulting approach, service and products.
ActiveCampaign is an email automation service you can subscribe to help you with your email marketing, customer relationship management, processes and much more. In 2020 I switched from being a loyal MailChimp customer to ActiveCampaign to initially try it out because a client was already using it and I wanted to have basic familiarity with the service. After I simplified and consolidate my business in 2021, I moved everything into Squarespace—my favorite all-in-one platform for doing business online.
Do you have empathy?
You may be challenged to write with empathy in your copy. Your ability to have and express empathy for your target prospect directly relates to what you think and feel about their situation. I dropped this Friends video clip in here for a laugh, but also to acknowledge that we each have different empathetic strengths. Some of us are very logical, straightforward and focused in the way we market to our audience, and don’t infuse empathy into our copy. Others are overly soft, nurturing and overly caring in their copy to the point where they’re overly empathetic which can lead to weak offers and ineffective or absent calls to action.
Ask yourself these questions to determine where you fall on the empathy spectrum:
How well do you understand your target prospect’s world? How do you feel about their challenges?
Why did you create your business and the specific products/services you offer?
What do you get out of working with your clients?
Why are you so passionate about your approach or what you stand for?
What gets you excited or eager to do more for your clients?
Depending on how you answered these questions can shed light on your empathetic strength or weakness. Regardless, there are ways to connect with the mental state and attitude of your prospect so you can connect with them on an emotional level.
