使用移情和联系来制作更强大的内容

我最近听到我们的朋友 乔安娜·维比（Joanna Wiebe） 说些让我震惊的东西。我没有’不要一字不漏地写下来，但这是要点：

“It’s a copywriter’确实非常擅长于聆听，然后使一切听起来都不错。”

那’s very aligned with what Copybloggerhas taught for years.

No matter what kind of writing 您 do, empathy is what allows 您 to create powerful messages that move 您r audience.

Whether 您 fall more to the 内容营销或文案撰写方面, deep understanding and empathy is the foundation that lets 您 move — and help — 您r audience.

个人声音

我们经常说内容需要个性。它需要一个 强烈而独特的声音，或者只是在平庸和糊涂的海洋中迷路了。

但是，那种强烈而独特的声音能淹没听众的声音吗？

是否有可能将我们自己投入到我们的内容中，使听众感到被抛在后面？

It absolutely is possible. Sometimes 您 see it on sites (solopreneur sites are a little more prone to this) where the writer can’不能完全克服它们的强大之处。

“But enough about me. What do 您 think about me?”

对于内容创作，我’ll never tell 您 to tone down 您r voice. But I 将 suggest that 您 make absolutely certain that 您r 话题 matters to 您r audience … and then make sure that 您r tone matches the 话题.

没有人愿意听到吉尔伯特·戈特弗里德（Gilbert Gottfried）对最新的痛苦政治危机crisis之以鼻。 （只是考虑一下，我感到有些。）

或贝蒂娃娃’关于令人心碎的育儿挑战的讨论。

那里’这是威廉·沙特纳（William Shatner）没能当过发言人的原因…好，对于任何敏感或个人的东西。

声音越极端，该声音不适用于某些主题的可能性就越大。

变得平淡无奇’答案。匹配主题的语气是。

文案写作中的同理心和善良

I hope 您’ve been enjoying 缺口 Usborne’s posts for Copybloggeras much as I have.

他最近写了一部很棒的书 撰稿人如何利用Feelgood Chemicals的力量进行更多销售.

“您作为撰稿人的角色是促进释放感觉良好的化学物质。”

缺口’前提是我们希望我们的复制品能激发积极情绪的头脑—当我们感到安全和快乐时，所有被激活的神经递质。

我认为’s smart. “问题激荡解决”是一个出色的文案写作公式。但是，如果走得太远，它可能会使潜在客户陷入无助的焦虑之中…焦虑的人往往不采取建设性的行动。

当同情成为可能

另一方面，我们不’不想让观众感觉良好，以至于我们可以使他们忽略严重的问题。

如果有人在挣扎，’避免提及它不是一种好意。

让’s use an extreme example. 让’s say 您 have a business, and every day 您 come into our Facebook群组 and talk about how 您 hate marketing and it’s sick and evil and manipulative, so 您’re going to let 您r business die.

您开始引导约翰·库萨克（John Cusack）’s character from 随便说什么：

“I don’t want to sell anything, buy anything, or process anything as a career. 我不’t want to sell anything bought or processed, or buy anything sold or processed, or process anything sold, bought, or processed, or repair anything sold, bought, or processed. You know, as a career, 我不’t want to do that.” – Lloyd Dobler

It’s not a kindness if I fail to mention that 您 might have some other options.

那 您 might be able to approach marketing in a way that isn’t manipulative or false or deceptive, and 您 would get to keep 您r business.

我什至可能会建议不要卖东西，买东西和加工东西。’世界末日。

也许我’ll convince 您 and maybe I won’t. But I’m not doing 您 a favor if I avoid the 话题 because I think it might make 您 uncomfortable.

所以我们走了一条线。

让人们陷入不安全状态以剥削他们是一件可怕的事情。但是我们都从我们的关系和友谊中知道，有时候我们不得不提出一些棘手的话题。

We can do that from a place of harshness and judgment, or from empathy and kindness. I know which kind of person I want to be around, but not everyone is like me. You have to know 您r people.

When 您 write content and copy, 您r most important job is that of Chief Empathy Officer for 您r audience.

To understand the people 您’re serving. To dig and dig and dig into their real problems. To make sure 您 have real solutions. To express their pain in a way that’尊重而又不残酷。

And to communicate that in a way that creates a bond, so 您’一起研究解决方案，而不是羞辱或欺凌。

How about 您?

Do 您 have any techniques or practices that help 您 more fully empathize with 您r audience?

让 us know in the comments!