Sales Copywriting: One tactic that makes people want to buy
You know the (very tired, very old, and actually true) saying, “people want to buy, they don’t want to be sold to”.
But, how do you DO that?
How do you get them to have that hold my beer moment where they scramble to find the buy button for your products and services because they can’t NOT?
How do you get them so fired up that they say yes in spite of every one of their objections, fears, or doubts?
Empathy.
Used right, it’s a powerful conversion tool. Used wrong? And it’s a powerful red flag that stops your reader from becoming a buyer.
The Dangers of Empathy Copy
Empathy is the power to feel someone else’s emotions. And it’s often confused with sympathy.
But in copy, it’s one of the most powerful tools you can use to get the reader to understand that you “get them”, that you have been there, done that.
And it’s often best utilized by those who actually have.
Because when you write empathy, you write to express a deep connection to the reader, their past experience, their worldview, or even their dreams.
That connection is everything.
But if you fake it?
They’ll feel it.
And the trust you wanted to build? Will be dashed.
So How Do You Write Empathy Sales Copy?
Immersion.
You throw yourself into their situation. You forget yourself, your worldview. Your ego.
Forget it all and feel into how they feel.
Have conversations. Role play and try to walk in their shoes. Talk like they talk for a while.
This takes exposure...you can’t be withdrawn from your target if you want to write to their deepest needs and desires.
And that’s where many business owners get stuck. Their plates are already overloaded, who has time to do studies into the psychology of their buyers if marketing/copywriting is not their bag?
You can rely on intuition. Past experience. And hope.
But that won’t take into consideration:
Persuasion Techniques - using Cialdini’s principles of persuasion to get them to see your fabulousness
Message Focus - what do you want to make the prime focus of your copy (the process, the results, social proof, pain, dreams, etc)
Message Development - what are the most important doubts, fears, objections present and how are you going to address them...and do you need to include ALL of the ones you’ve discovered
And so much more.
Because empathy copy is great...when the components of copywriting are present to support it. Otherwise, you’ll likely end up with a great blog, rather than money-making sales copy.
Sales Copy Written With Empathy Example
NOT Empathy:
“Reduce Wrinkles By 876%”
There’s no emotion there. There’s no connection. There’s no understanding.
Empathy copy:
“You feel 20 years younger than your license says you are...now there’s a cream to help you align you you feel like you are and the you you see in the mirror.”
(For the record, this headline would never fly because of marketing and advertising restrictions in place on the beauty industry, but you get the idea)
See how the empathetic copy taps into the reader’s awareness that she still feels youthful as well as into the emotion that she doesn’t feel like she looks that way anymore?
When you write empathy copy, ask yourself:
What are her dreams?
What are her past experiences?
What does she want her future to look and feel like?
What has stopped her in the past?
What shadows are slowing down her progress?
Talk to her about those.
Empathy helps you build connection, foster trust, makes the reader feel seen and understood and seals the deal when done right.
Now? You just have to make sure you get it right.
Join the free Facebook group, Copy Arena, and let’s jam on empathy, persuasion and getting people to buy yo’ shizzzzz!