I’ve been trying to meditate more regularly. Finding a moment of peace after the whirlwind of breakfast, nappy changes, porridge-covered outfit swaps, bag packing, and school run traffic feels like a necessary reset. Even if I have a pile of work to get through before I do the whole thing in reverse later.
Today’s Daily Calm was all about empathy. And, while I should have been focusing on my breathing and the connection my body made with the chair, my brain started firing in all directions.
“Empathy,” Tamara said in her effortlessly calm voice (do you think she’s ever dealt with a toddler tantrum?), “is understanding and sharing the feelings of someone else.”
Why does empathy matter in marketing?
To empathise means connecting with something in ourselves that allows us to relate to someone else’s experience.
It allows people to feel understood and supported.
And lets people feel they aren’t alone.
And the whole time (“breathe in for 4, and out for 4”) I was silently shouting “Copywriting! Copywriting! Copywriting!”
This is what we do.
Well, you know, if we’re doing it properly.
I’m not a data person. I can’t get excited about percentages, and numbers, and graphs, and conversion rates, and A/B testing, and ROI.
I see their value. They serve a purpose. But they’re not what gets me up in the morning.
They’re not why I still pinch myself for falling upon this incredibly perfect career.
I get excited about people. About connections. About working out how someone is feeling, what they need in that moment, and how I can communicate to them the best way to get it.
I like wishy–washy feelings (and I cannot lie…).
How do copywriters use empathy?
What we do as copywriters – when we ask to interview your customers, when we pore over pages of Trustpilot reviews, when we bill you to hang out in Facebook groups your audience hang out in, when we ask you for the 3rd time to tell us why started your company – is empathise.
We put ourselves in your customers’ brains. We make that connection. We share their feelings.
So that we can better communicate exactly what they need. We can show them they’re not alone. And we can gently nudge them toward your solution.
Sympathy doesn’t cut it in the world of online marketing. People don’t want pity.
A cerebral analysing of pain points is becoming less and less effective as people become wise to manipulative advertising.
“Poor you! You’re going through this? You should feel bad! It’s awful! Have you thought about how this bit makes it even worse? Gosh, you’re in a mess! Buy this thing and it’ll make it better!”
I’m not here for that.
Sure, it might work once. But then where do you go?
Using empathy to build long-term customer value
I talk a lot about building authentic relationships – hell, it’s kind of my USP. But authentic relationships aren’t built overnight, and they aren’t built by telling people how they’re lacking, and selling them something that promises to be a quick fix (right now, because the cart is closing in 12 hours!).
Authentic relationships start with connection. And that connection can’t be one-way.
I do a lot of work with my clients on how they can use their story, their passion, to help their audience connect with their brand.
But as a brand, you also need to forge and nurture a connection with your customers. Why? Because otherwise, you don’t actually know what they need. You might think your service or product is perfect for them, but if you haven’t taken the time to understand them – to share their feelings, then you’re more likely to miss the mark. With your offer, and with the way you try to communicate its value.
Quick hit marketing techniques can use manipulation, false scarcity, false urgency, and all the other tricks to get people to buy once.
But if you want returning customers, loyal fans, advocates who shout about your brand to everyone they meet…
If you want actual Long-Term Customer Value (to put it in marketing speak)…
Then you need that two-way connection.
You need empathy.
And if you think this sounds great, but you’re a little busy running your actual business – that’s cool. You need a copywriter to do it for you.
I think I might know where you can find one of those…