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Empathy-Based Copywriting: Crafting Content that Engages Deeper

Learn how to craft content that engages with consumers on a deeper level, and is more accessible across multiple demographics.

Empathy-Based Copywriting: Crafting Content that Engages Deeper

Learn how to craft content that engages with consumers on a deeper level, and is more accessible across multiple demographics.
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Hi, my name’s Paul Adler, and welcome to my class. This course is on copywriting in the age of digital media, and how to utilize the consumer’s perspective in crafting content. After taking it, you’ll be able to write copy that engages with consumers on a more effective and deeper level than most content out there these days. You'll also be able to make your content more accessible across multiple demographics, which is crucial to any copywriter who wants to be successful.
Here I'll give you an introduction to my class, what we'll be discussing, and what you'll learn after taking my course. Weblinks for each class will be posted in each class's section information. Text sources that were used for the class also include Ann Handley's "Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content" (2014) and Will Leach's "Marketing to Mind States: The Practical Guide to Applying Behavior Design to Research and Marketing" (2018).
-Assessing the situation as copywriters -"Listen to, guide, and encourage" -Looking from the customer's perspective
Please make sure you watch this clip from the movie "First Reformed" (2017) before viewing this lesson: https://youtu.be/bpXD5NmteLM
-Conveying meaning through content -Stimulating interest through topics -Using multiple tactics to engage consumers
Please make sure you view these links before viewing this lesson: 1. https://www.pepsico.com/news/stories/why-women-are-key-to-more-sustainable-agriculture-by-christine-daugherty 2. https://twitter.com/GoToIrelandCA/status/453072240058171392?ref_src=twsrc%5Etfw 3. https://contentmarketinginstitute.com/2015/10/skills-content-marketing-copywriters/
-Differentiating your copywriting -Defining "cognitive empathy," and how to use it -Understanding your customer -Utilizing research and perspective
Please make sure you watch this clip from the movie Boiler Room (2000) https://www.youtube.com/watch?v=eY4UVrXzyhE and view this link: https://www.rgwriting.com/blog/the-problem-with-empathy-in-copywriting before viewing this lesson.
-How to differentiate kinds of consumers -Three main types of market segmentation: demographic, psychographic, and one-to-one marketing -The "customized online perspective"
Please make sure you watch this clip from the movie "Chicago" (2002) https://www.youtube.com/watch?v=YigOxfkTj4o and view this link: https://repositories.lib.utexas.edu/handle/2152/18054 before viewing this class.
-The "copywriting combo": utility, inspiration, and empathy -How to utilize the cognitive-experiential self-theory -How human emotion is used within content
Please make sure you watch this ad clip from Nike https://www.youtube.com/watch?v=WYP9AGtLvRg and view this link: https://www.researchgate.net/publication/233896602_Cognitive-Experiential_Self-_Theory before viewing this class.
-Defining "neuromarketing," and how to utilize it -How the concept of stimulus is used in content and ad campaigns -How certain aspects of content drive (and do not drive) purchases
Please make sure to watch this ad clip https://www.youtube.com/watch?v=Jyn6g6JFkIY and this ad clip https://www.youtube.com/watch?v=1NvEeroC8Ks from Purple Mattress before viewing this lesson.
Thank you very much for taking my class. Please make sure you look at the information for the information on the class project.
For your class project, I’m going to ask you to write up two copywriting samples for an imaginary product. This product is a food product called “Exizto,” which is in the health/dietary field. It is a nutritional supplement that you can mix in with any type of drink. I’m no doctor or nutritionist, but let’s just say that it’s got all the vitamins you need; feel free to be more specific if you wish. Here, I want you to write up two different bits of sample copy: one geared towards the 18-34 demographics (mostly millennials), and one geared towards the senior demo (65 and older). Think about what we’ve been talking about regarding cognitive empathy, how to approach particular demographics, and how best to stimulate customers so as to get a purchase. I want you to use the proper rhetoric, as well as to keep in mind the concepts we’ve discussed when writing relatable content for different groups. The finished project should be two separate Word or Pages documents, with any graphics, headings, etc. that you wish to add in to contribute to the overall content experience. Remember, your job is to first look from the customer’s perspective, and then craft content that will most deeply engage them. And of course, you are encouraged to ask me if you have any questions. Good luck!

Hi, my name is Paul Adler, and welcome to my class. This course is on copywriting in the age of digital media, and how to utilize the consumer's perspective in crafting content. After taking it, you'll be able to write copy that engages with consumers on a more effective and deeper level than most content out there these days.

You'll also be able to make your content more accessible across multiple demographics, which is crucial to any copywriter who wants to be successful. Since we live amongst a sea of media and digital communications, a lot of content can become lost in the shuffle, especially on a consumer level. In order to engage with customers more effectively, a copywriter must be able to differentiate his or her content.

Looking at things from a customer's perspective is one of, if not the most, important things you can do as a copywriter. This class will be able to teach you how to do this by analyzing and showing how to use a skill known as cognitive empathy on a content writing level, as well as factoring in the concept known as market segmentation.

I'll also teach you how to utilize the combination of "utility, inspiration, and empathy," as well as aspects of human psychology. Being a huge film fan, I'll also show you certain movie clips that reiterate and clarify these concepts, as well as real-world examples of copy and ad campaigns that show how these assorted skills are utilized. Finally, I'll ask you to craft an assignment where you write up copywriting samples for specific customers and demographics. Welcome to my class. I hope it aids you in your copywriting journey.

Requirements

  • Students must have internet access so that they are able to view web and YouTube links.
  • They must also have access to Microsoft word, pages, or another type of word processor program that allows them to type so that they are able to complete a project at the end of the class.
Hi, my name’s Paul Adler, and welcome to my class. This course is on copywriting in the age of digital media, and how to utilize the consumer’s perspective in crafting content. After taking it, you’ll be able to write copy that engages with consumers on a more effective and deeper level than most content out there these days. You'll also be able to make your content more accessible across multiple demographics, which is crucial to any copywriter who wants to be successful.
Here I'll give you an introduction to my class, what we'll be discussing, and what you'll learn after taking my course. Weblinks for each class will be posted in each class's section information. Text sources that were used for the class also include Ann Handley's "Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content" (2014) and Will Leach's "Marketing to Mind States: The Practical Guide to Applying Behavior Design to Research and Marketing" (2018).
-Assessing the situation as copywriters -"Listen to, guide, and encourage" -Looking from the customer's perspective
Please make sure you watch this clip from the movie "First Reformed" (2017) before viewing this lesson: https://youtu.be/bpXD5NmteLM
-Conveying meaning through content -Stimulating interest through topics -Using multiple tactics to engage consumers
Please make sure you view these links before viewing this lesson: 1. https://www.pepsico.com/news/stories/why-women-are-key-to-more-sustainable-agriculture-by-christine-daugherty 2. https://twitter.com/GoToIrelandCA/status/453072240058171392?ref_src=twsrc%5Etfw 3. https://contentmarketinginstitute.com/2015/10/skills-content-marketing-copywriters/
-Differentiating your copywriting -Defining "cognitive empathy," and how to use it -Understanding your customer -Utilizing research and perspective
Please make sure you watch this clip from the movie Boiler Room (2000) https://www.youtube.com/watch?v=eY4UVrXzyhE and view this link: https://www.rgwriting.com/blog/the-problem-with-empathy-in-copywriting before viewing this lesson.
-How to differentiate kinds of consumers -Three main types of market segmentation: demographic, psychographic, and one-to-one marketing -The "customized online perspective"
Please make sure you watch this clip from the movie "Chicago" (2002) https://www.youtube.com/watch?v=YigOxfkTj4o and view this link: https://repositories.lib.utexas.edu/handle/2152/18054 before viewing this class.
-The "copywriting combo": utility, inspiration, and empathy -How to utilize the cognitive-experiential self-theory -How human emotion is used within content
Please make sure you watch this ad clip from Nike https://www.youtube.com/watch?v=WYP9AGtLvRg and view this link: https://www.researchgate.net/publication/233896602_Cognitive-Experiential_Self-_Theory before viewing this class.
-Defining "neuromarketing," and how to utilize it -How the concept of stimulus is used in content and ad campaigns -How certain aspects of content drive (and do not drive) purchases
Please make sure to watch this ad clip https://www.youtube.com/watch?v=Jyn6g6JFkIY and this ad clip https://www.youtube.com/watch?v=1NvEeroC8Ks from Purple Mattress before viewing this lesson.
Thank you very much for taking my class. Please make sure you look at the information for the information on the class project.
For your class project, I’m going to ask you to write up two copywriting samples for an imaginary product. This product is a food product called “Exizto,” which is in the health/dietary field. It is a nutritional supplement that you can mix in with any type of drink. I’m no doctor or nutritionist, but let’s just say that it’s got all the vitamins you need; feel free to be more specific if you wish. Here, I want you to write up two different bits of sample copy: one geared towards the 18-34 demographics (mostly millennials), and one geared towards the senior demo (65 and older). Think about what we’ve been talking about regarding cognitive empathy, how to approach particular demographics, and how best to stimulate customers so as to get a purchase. I want you to use the proper rhetoric, as well as to keep in mind the concepts we’ve discussed when writing relatable content for different groups. The finished project should be two separate Word or Pages documents, with any graphics, headings, etc. that you wish to add in to contribute to the overall content experience. Remember, your job is to first look from the customer’s perspective, and then craft content that will most deeply engage them. And of course, you are encouraged to ask me if you have any questions. Good luck!

About the instructors

Paul Adler

Copywriter, Teacher, and Author
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Hello, my name is Paul Adler. I grew up in South Jersey and attended Villanova University, where I graduated with a B.A. in liberal arts with a concentration in international relations. There, I also did volunteer tutoring in their Scholar-Practitioner Program. While at Villanova, I studied abroad during my junior year in New Delhi, where I continued studies in Hindu philosophy, Indian history, and Hindi. Since then, I've worked both in the U.S. and in India, writing content in various fields: entertainment, tech blogging, and education, to name a few. I've done copywriting and marketing research for businesses such as Octane Marketing and Net Solutions. I'm also a contributor to the film blog "Strange Harbors," and will also be contributing to an upcoming startup site run by his colleague Abhay Vohra, who is a consultant on user experience. Currently I'm a teacher and content writer for the Tutoring Club in Cherry Hill, New Jersey. In my personal projects, I'm currently working on my first short story collection.

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