You want to boost response to your social media updates, your email campaign or your web copy, but you’re unsure how to gain that elusive engagement.
Copywriters know the key is to get the reader to feel an instant connection with you. In fact, you’ll almost magnetically attract a following if you can demonstrate this one copywriting secret through your marketing…
The power of empathy lies at the core of all purchasing decisions. People want to believe they make decisions rationally, but in reality, they make them emotionally first. By appealing to a person’s emotions, you are more likely to gain customers who are likely to stick with your brand throughout their lifetime, and who are the most likely to pull others in due to their enthusiasm for your products.
By showing empathy, you build a bond that strengthens each time you share your marketing message – whether this be within an email campaign, on your website or in your print collateral.
A great deal of research has been done to show that people engage with emotive marketing at a deeper level, which is why the John Lewis adverts are so effective.
It is this feeling of empathy that people look forward to every year in John Lewis’ Christmas advert, it’s what engages the viewer and by extension maintains the company’s brand awareness. Emotive marketing is, without a doubt, the route to people’s hearts and is a focal ingredient for driving sales.
The recipe for loyal, ongoing engagement is to show how your product or service will make your customers lives better, not simply making a better product. You need to demonstrate that you understand their current struggle and have the best solution to their problem.
Going beyond simply understanding your customers to empathy – truly sharing their feelings – creates a uniquely strong bond between brands and consumers. Make sure you keep this in mind for your 2016 content marketing strategy and we’re sure you’ll reap the rewards.