Understand The Power of Empathy

A Web Copywriting Tip by Nick Usborne

 

I was recently rewriting some very dry text for a major corporation's web site.

 

The page was in the driest of all dry sections - the About area.

 

I struggled for quite a while. But then I hit upon a tone and voice that worked for the company, but also enabled the reader to feel, "Sure, I can relate to that."

 

Sounds easy.

 

Well, it isn't. It's really tough to find a voice for a huge company that will also give rise to an empathetic response in an individual reader. But it is possible.

 

And when you get it right, empathy is a very, very, very powerful thing.

 

TIP: The enemy of empathy is cliché. If you find yourself writing a sentence or phrase that you know other companies have used in their communications, cut it out and find a new way to say it.

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