If we’ve learnt anything with our work, it’s that it’s not just about the information that is presented as much as it is about the way in which it’s presented. Finding the right tone that resonates with readers is probably the most difficult challenge for copywriters. Think of it like cooking a meal for your friend: you might like to add in onions to your special Bolognese sauce but if they hate the pungent taste then they’re not likely to enjoy the dish regardless of how much time you put into it.
This is the same for writing and if you want to build a loyal audience, then your readers should feel that the article is speaking to them on a personal level. This sentiment no doubt makes a nice motivational post on Facebook, but it has to be put into action somehow. And since we cover a number of potentially sensitive topics with the work we do at clovio, we know quite a lot about writing with empathy and choosing the right tone without seeming insensitive.
Experimenting With Topic Ideas
The key to reaching your audience lies in roleplaying. Not quite in the D&D kind of way; remember, you are a writer not a bard. In reality, roleplaying means shifting your perspective to match the target audience. In order to be empathetic, it’s integral to see through the eyes of the potential reader.
For example, one of the areas that we cover is the medical alert systems industry and that naturally lends itself to more sensitive topics. The initial step is to ask who the article is for, and the obvious answer would be for seniors, recovering patients, or their family members… but let’s go one step further. Such readers could be a relative looking for a solution to safely leave someone suffering from a serious medical condition alone, or maybe they are seniors hoping to find a tool that enables them to age in place peacefully.
But what about online dating? It might not immediately seem so serious, but even this category can present a cavalcade of concerning scenarios. How would you address readers in an article aimed at singles that are suffering from a hard breakup or, worse still, have been recently widowed? Well the first step is to not undervalue the seriousness of their grief and instead focus on the positive aspects of online dating to help them regain their confidence.
Tips for Getting Into Character
Of course becoming an empathetic writer won’t happen overnight, like anything it’s something that you need to practice with. When laying the foundations for your article, try imagining yourself in the place of your readers by using your own experiences. How would your grandparents react to the idea of purchasing a personal emergency response device? What features would you look for in a home security system? How did you get over your own breakup?
Empathy only works if you approach the world with an open attitude, so don’t dismiss ideas that are opposite to yours. Be observant in everyday life and learn to understand other people because it might well be that they will be your audience in the future.
Avoid Being Sly!
For writers, fairness and openness are the most important traits. A writer’s goal is to broaden their readers’ horizons, not to sell them on an idea. The same goes for whenever we write about products, too; we’re not door-to-door salespeople and so we always ensure to avoid unnecessary product placement unless it has actual relevance to the topic at hand. There’s no sense in forcing an opinion down someone else’s throat and instead it’s more effective to merely suggest or inspire readers, as well as leaving enough room to allow them to formulate their own opinion. Multiple choices will help to maintain the sympathy of the audience, so long as they understand the differences between each choice.
Empathetic writing isn’t easy but it pays out in the long run. Thanks to such techniques, our team has managed to form a strong community around Best Reviews that is not only compelled to learn more about the subject matters we cover but also feel encouraged to share their personal experiences and opinions in a comment or user review.
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