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Unlocking the Power of Empathy in Sales Copy: A Journey into the Heart of Your Audience

November 14, 20233 min read

There’s a secret sauce of masterful sales copy that even ChatGPT can’t compete with. Empathy! It's the Jedi mind trick every seasoned marketer and copywriter wields with finesse. As Earthlings, we've been bestowed with the remarkable ability to step into the shoes of our fellow Earthlings.

And guess what? 

It’s pure platinum when it comes to crafting killer marketing and copy. 

Why, you ask? 

Because, my friend, fear is the driving force behind roughly 70% of human decisions. 

And there’s a puppet master pulling the fear strings: the amygdala, the brain's emotional epicenter! 

The amygdala dictates every move your ideal client makes, with no clear hotline to the prefrontal cortex's logic HQ. As a marketer, copywriter, creator, entrepreneur with a solution to sell, your mission is to sweet-talk that amygdala, the decision-maker extraordinaire.

But how do you dance with the amygdala and make it a tango to remember?

This is one of my personal game-changers! Prepare to enter the amygdala’s playground with the "WHO's Perspective" writing exercise.

You’re going to take a stroll in your ideal customer's shoes, feeling their fears and pains. And you’re going to tell his/her story from their perspective with the stroke of your pen, keyboard, record button. 

Start in the depths of their agony, the dark abyss of uncertainty. Don’t hurry this, take the time here to feel their feelings, this is how you flex your empathy muscle. 

Don’t worry, you’re going to glide into the light soon and paint the emotions when he/she discovers your life-altering solution. For now, focus on the feelings, the fears, the pain - make a list! 

Get raw, emotional, even irrational. You’re looking for a sentence or paragraph that nails down his/hers deepest fear and pain point.

Why? Not because you’re cruel or a sucker for pain. 

You want to craft your copy to be like a symphony that strikes hard in that chord of your audience’s soul. But you’re not stopping there! 

After you compose the amygdala’s orchestra; fears, frustrations, anxieties, pains… You get to switch gears to the after-party. The emotions that come post-solution; desire, aspiration, transformation – you name it. You get to tap into the melody of his/her pleasure story. This is the tune your sales copy must finish dancing to. 

Sales copy isn't just about understanding pain; it's about becoming one with it. When your audience feels that you get them, this is when you gain the golden ticket into his/her world. This is when you get the magic potion that leads to conversion. 

So, what's next? Get your hands dirty. ✍️

Write that desired outcome story from start to finish. Immerse yourself in your WHO’s world, feel the pain, and revel in the joy after your solution, product, or service swoops in like a marvel superhero. 

Your audience is out there, waiting, some even hurting. If you've got the solution, flex that copywriter's empathy muscle, and guide your prospects toward the decision to work with you.

Need to dig a little deeper into your WHO?

This free resource goes DEEEEP into nailing down every detail about your WHO you need. => Download Your Go-To-Market Roadmap today! 

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Gina Stenback

Aspiring top writer, part-time digital nomad, expect musings about marketing, travel, self-growth, all sprinkled with nature, fun, spirituality & consciousness

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