People are drawn to things that fulfill their needs and desires, and your business’s written communication – or copy – is the best tool to reach potential clients on an emotional level.
The key to effective copy is recognizing how people are feeling and conveying your brand’s message in a positive way that shows you understand and know how to help them.
This is done by using empathy to appeal to each person’s emotions. When you tap into emotions, you show that you know someone on a deeper level.
The best advertisements and website content convey empathy. They make us feel like the company understands our needs. The message doesn’t come across as pushy, but instead, it makes us feel like the company is listening and responding to our needs.
Here are some tips for writing copy that will engage your customers on an emotional level.
What is Empathy?
First of all, we need to understand what empathy is.
Empathy is defined as understanding and being sensitive to others’ feelings. It often requires us to imagine what someone else might be thinking or feeling in a specific situation. In marketing and web design, empathy helps companies understand and share feelings through content and media.
However, it’s not always easy for companies to show empathy. That’s why you also need to convey a sense of compassion.
And compassion is not just about being nice or having good manners – you can show kindness without even saying a word!
Strike the right balance of facts and emotions
You need to empathize with your audience, but if you engage their emotions too much they’ll stop reading because the message feels too over-the-top.
This tradeoff is what makes content effective.
Focus on building trust with your audience before tapping into their deeper emotions.
Many marketers cite statistics or customer reviews to quickly capture a reader’s attention before they try to relate to them on a more personal level.
You can even try building a statistic out of real-life experiences.
Suppose you’re a company that makes cough drops and an early customer shared her experience about how your cough drops helped her feel better and when she had a nasty cold. We’ve all been there.
Your copy can begin by sharing this simple anecdote before expanding on some statistics about how many people get sick with colds and how the ingredients in your cough drop are proven to help cold symptoms.
However, don’t focus too much on negative emotions. Instead, quickly turn your attention to the positive feelings a client will experience if they purchase your product or use your services.
Use feedback to craft a believable message
Customer feedback tells you whether your products or services are meeting customers’ expectations how they’re making people feel.
These interactions are where many of your best relationships will come from, so take advantage of these moments and use feedback to write copy that appeals to your wider client base.
Tell your potential customers that you hear them. Use their names and the words that they use.
Perhaps a customer tells you that they were always stressed out because they kept forgetting their appointments and even missed their kid’s piano recital before they downloaded your mobile scheduling app. Now they’re so relieved because their life is much easier to manage and they’re even showing up for meetings early.
That feedback can help craft a believable message about the benefits of your app while helping customers feel seen and heard.
Use trigger words to appeal to specific emotions
Don’t be afraid to use specific trigger words once you figure out how your potential customers are feeling.
Even simple statements can elicit a powerful response, such as:
- Cure your back pain instantly with…
- Empower your team to achieve their goals using…
- We’ve all been feeling tired lately, but …. can help.
Most people will naturally experience different emotions when they are reading your copy, and you can acknowledge all of those feelings throughout your message using specific trigger words that identify those feelings.
Identify your customers’ pain points
Take time to understand what your customers are struggling with and how they can feel better.
Identify what your customers are doing wrong, what makes them feel good, and what drives them crazy. Then, you can craft content that really speaks to them.
You don’t need to use precise words to identify these pain points; you just need to build content that shows them you understand their pain.
It’s important to express pain points in relatable ways so people feel comfortable purchasing your product or signing up for your service.
If you are building a roofing website with us using one of our roofing company website designs you are all too familiar with the customer stories about low rate roofing companies out there. You know the customer’s pain points.
Provide a sense of accomplishment
A sense of accomplishment is a powerful thing. Give potential customers the feeling that they achieved something when they engage with your content.
Teach them something new, let them know about an upcoming sale, or let them know they’ve already taken the first step toward solving their problems by reading about your company.
This gives them an immediate sense of pride and accomplishment, which will help them feel like they are getting a “deal.”
Use your copy to tell a story
Authentic stories can make people feel like they are part of something if they can relate to the characters and their experiences.
Your story can begin by introducing a person your target customer can relate with, then explaining the problem they’re experiencing, and how your product improved their situation.
This is why our WordPress website templates give you plenty of room to update content bringing your unique story to our web design making the perfect small business website.
Busy parents don’t always have time to cook dinner at home, which means they’re relying on take-out or frozen meals to feed their kids. Even though parents are spending more money on food, their kids aren’t getting the nutrition they need to be healthy. If this sounds like your family, a meal delivery service from Company X can bring all the ingredients and simple recipes you need for nutritious meals right to your doorstep.
Remember that your customers want to feel like they are in the story, or they will simply not buy what you are selling.
These are just a few simple ways you can use empathy to connect with your audience, but it’s valuable advice.
Empathy is one of the most powerful tools you have as a small business owner and marketer.
That’s because people want to feel like they are not alone, and they appreciate when a brand speaks to them like a close friend would.
Using empathy to build an emotional connection with your audience not only helps them feel seen and heard – it also cultivates long-term loyalty with your brand.