It’s adrift and never reaches your reader
You only have three seconds to grab your reader’s attention.
So that means writing catchy titles and writing quality content.
Create a catchy headline that makes your reader curious and use a subheading to guide them through the page.
And you must speak their language.
They want you to understand their dilemma and hold the solution.
They want to feel an emotional connection with you and imagine that using your product or service will give them the results they desire.
Through your written words, people read to connect with the author and find meaning and excitement in their own lives.
They desire to be enamored by your words, as if they were a captivating melody.
If you write your sentences in a way, they don’t understand or are cold and uninviting, they will click away.
Examples of writing with and without empathy
An example of a sentence written without empathy.:
This face scrub is really good for acne. It gets rid of all the pimples and makes your face look really nice. You should try it, it’s great!
An example of a sentence written with empathy:
Say goodbye to stubborn acne with our outstanding facial scrub. We know how frustrating it can be to deal with breakouts, and that’s why we’ve created a formula that’s tough on acne but gentle on your skin. Regular use lets you notice a clearer, healthier complexion and feel confident in your skin. Try it out and see the difference for yourself!
We are emotional beings
As emotional beings, feelings drive us to make choices and influence us to decide.
And though most connections may happen through conversation, studies show that 90% of all communication is nonverbal.
So, what type of images are you displaying in your marketing?
For example, a man or woman’s face should look straight at the reader in a facial scrub article. This engages the reader through direct eye contact.
Even when we try not to show our feelings, we still send messages through body language. Because of this, each of us becomes skilled at reading others without a word being said. Eye contact is potent.
The same runs true in your marketing. People connect with other people, not objects.
Understand how your prospect feels
As writers, we must transform our innate observation skills onto the page. Your target market wants to know that you understand how they feel.
They want to experience the emotional connection in your writing.
To achieve this, you must express relatable emotions in a recognizable and convincing way to your readers.
You want your reader to say, “They’re talking about me.”
But you must be honest and upfront and be crystal clear with your message.
Know your target audience
Understand your prospects inside and out. Stalk them if necessary. But make them feel you’re reaching their soul.
Understanding them is the unique advantage to success.
If you’re writing about a niche connected with your career or a hobby, this will make writing about this topic much more effortless. If not, do your research.
You don’t want your target market to have more knowledge than you.
Having a review written where they label you as a fraud is the ultimate worst.
We all do things differently, and emotions are no exception. One prospect may shout and throw things when they are angry, and another may speak in a quiet voice. Others may go silent.
For several reasons, many will cover their anger and act like they’re not upset. Tailor your content to capture the prospect’s unique emotions and frustrations.
*Remember, in your copy, you are writing to your avatar. So, write to your best friend.
Make sure your emotional writing is convincing.
Make sure your content isn’t overwhelming or sounds artificial. Keep it natural and write it in your own unique voice.
Your prospect wants to know you, like you, and trust you.
We are all influenced by life events from our past
Your prospects are no different.
One way to connect with your reader’s empathy is to reveal your story. It builds your reader’s compassion. After all, people are products of their past.
As the author, understanding your prospects and conveying that knowledge to your readers is crucial.
You understand their problems and frustration. Share your story that you were called names and bullied in school because of your acne. And share with them how you delt with your frustration. Maybe you got into a fight and hit someone or hid in your bedroom all summer.
Decide which details from your past are necessary to share with your reader to avoid using too many backstories. Too much backstory can make the story idol, which stops your reader from reaching your call-to-action.
They lead busy lives.
Make the content about them, not you
Don’t make it all about you.
There’s nothing worse than reading about how many years you have been in business, blah! Blah! Blah!
That can bore your reader. It needs to be about them, so put yourself in their shoes.
Use the word ‘You’ and not I.
Connecting on a relatable level is tricky when your readers’ attention is limited. So, get to the benefits promptly with your call-to-action.
Keeping a reader’s attention in all areas of writing is tricky, but balance is the key.
I hope this article has been helpful.
I would love to hear your thoughts, so leave me a comment.