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One of the most underrated ingredients of great copywriting

In content marketing today, the key to engaging your audience isn't about flashy graphics or pushy sales, but rather a simple, underrated, yet impactful approach...
One of the most underrated ingredients of great copywriting

In the fast-paced world of digital marketing, where every message fights for a moment of your customer’s attention, the secret to truly engaging your audience isn’t wrapped in the flashiest graphics or the most aggressive sales pitch.

It’s something far simpler & underrated yet incredibly impactful: empathy.

Imagine crafting your marketing message in a way that doesn’t just aim for the eyes or ears of your potential customers but goes straight for the heart.

This isn’t about manipulating emotions but about forging genuine connections through understanding and care. Empathy, often sidelined in the rush to showcase features and benefits, is actually one of the best-kept secrets of great copywriting.

It transforms your approach from shouting into a crowded room to starting a meaningful conversation, one that acknowledges and addresses the real needs and feelings of your audience.

Empathy: The unsung hero of copywriting

In a world bustling with ads that scream, “Buy me!” empathy whispers, “I understand you.”

The usage of empathy in your everyday copywriting is more than just recognizing the needs and wants of your audience. It’s about genuinely understanding their experiences, their daily challenges, and what they value most. This approach shifts the focus from selling to supporting, from convincing to connecting.

It transforms your copy from a shout into a conversation, making it not just heard but felt.

But why should you focus on empathy?

In a market saturated with companies vying for attention, empathy sets you apart by demonstrating that you see your customers as more than just transactions.

It shows that you recognize them as people with unique needs and emotions.

By embedding empathy in your copy, you communicate, “We’re not just here to sell a product; we’re here to make a positive impact on your life.”

A practical guide to embedding “empathy” into your copywriting:

Walk in your audience’s shoes

Before you type a word, take a moment to step into your customer’s world.

What’s their morning like? What challenges do they face? Understanding their daily journey & challenges not only fuels your creativity but ensures your message hits home.

Feel Their Frustration

Dive deeper. Beyond the surface challenges lie frustrations—pain points with the currently available solutions that leave them wanting more.

Is it a lack of quality, poor service, or maybe something they didn’t even know could be better? Identifying these frustrations is like finding the X on your treasure map.

Show Genuine Care

Once you have a better understanding of your audience’s challenges, frustrations, and mainly who they are, it becomes easier to weave empathy into your words.

However, it is important not to fake it; instead, show genuine care toward your audience.

Your copy should be like a comforting arm around the shoulder, saying, “We get it, and we care.” This isn’t about exploiting pain points, but about showing that you genuinely want to help solve their problems.

The best way to ensure your marketing messaging and copies are more empathy-oriented is to follow a simple empathy copy checklist:

Ensure you speak their language: Use words and phrases that resonate with your audience, as if you’re having a conversation over coffee.

Highlight understanding, not just features: Yes, your product/service is amazing, but how does it ease their burden? Paint a picture of a day made better by what you’re offering.

Offer solutions, not sales pitches: Your call to action should feel like a friendly suggestion, not a push toward the cash register.

Make sure to incorporate stories: Everyone loves a good story because stories are how we make sense of the world. Share success stories, testimonials, or even a simple narrative of how your product can transform an ordinary day.

Let’s explore it through an example

Say you’re planning to create some marketing copies for your time-management app.

While you may have the urge to lead with features like “integrates all your calendars,” it’s better to tap into the empathic side of things, for example: “We know how overwhelming it can be to juggle work, family, and personal time. That’s why we created an app that brings all your commitments into one place, so you can breathe a little easier and focus on what truly matters.”

See the difference? One tells you what it does; the other tells you how it understands and helps you.

When your copy stems from empathy, it stops being just another ad in the digital noise. It becomes a conversation, a connection, a moment of “Hey, they really get me.”

In that moment, barriers are lower, trust builds, and your product or service becomes not just appealing but also valuable.

So, the next time you’re sitting down to frame your marketing copy, take a pause. Take the time to infuse empathy into your words. Walk in your customers’ shoes, feel their frustrations, and write from a place of genuine care.

The results might just surprise you. It’s not just about conversions; it’s about conversations that build lasting relationships.

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