What Do Copywriters Do?
Copywriters work with words, their job is in fact to create writing solutions for websites, brochures, flyers, catalogs, social media posts, emails and much more. What is really important about their job is that these writing solutions should both match with the brand identity of the company that they are writing for and also be able to capture the attention of the readers who might become potential clients, so it is very important to “empathize with your readers”. Therefore, one of the best keys to better and more efficient communication is EMPATHY: if a reader feels understood or feels a connection from an emotional point of view, he or she will be more likely to be interested in the service you are offering.
How Can You Empathize With People You Don’t Know?
It is very important to do research and analyze the target we want to “talk to” because fake empathy would do the exact opposite of what is the goal. An efficient communication does not come from guessing, copywriters should not imagine people’s problems, feelings, or experiences but if they really want to understand their target audience first of all they have to relate with them, and reality is not everyone can empathize with other people’s issues. For example, a man writing about problems that women have to deal with in today’s society would be not very believable, because he recognizes the issue but does not fully understand it because he does not live it on his skin, so he is not able to convey a truthful empathy. However, this does not mean that he cannot write about this because the best way to write is to listen!
In fact, the best way to research and to understand how somebody feels is to listen to them; copywriting is also about this because often the most powerful words come from the people we are trying to reach, our target.
After putting yourself in the readers’ shoes, it’s just a matter of using this empathy in the best possible way to attract new customers, to establish long-term trust and brand loyalty; in other words, you will be on the right way to success!