Cognitive Empathy

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Transcript

So, how do we use our content? And more importantly, how do we use the concepts of empathy and perspective, I'm going to give you an example. If a visitor came to your site and didn't feel that their needs were being met with the content that you wrote, if it was just regular, bland run of the mill and wasn't unique at all, and the customer didn't feel like their particular desires for whatever product they wanted, weren't being met. How could it possibly be recognized? They would probably leave that site, leave that blog post, leave that social media post right then and there, right. So, yes, it would not be effective at all.

You must be able to differentiate yourself and come to the consumer in a particular way. So you need to ask yourself, are you telling your story? Because all content in some way tells a story? Are you telling it from a unique perspective, with a voice or style that is fundamentally and uniquely you. This comes into play with technology as well. With publishing, we have the power to be our own self publishing engines.

We post what we want on social media every day. When it comes to content, we can do the same. And obviously, if you're working for an advertising and marketing agency, there are higher ups who have the final say. But if you're a freelancer, then you're a freelancer, you're able to publish your own content, so you can tell your own stories. As I said, we have our own social media pages on blogs, our own email, newsletters, etc. And with search engines, I will tell you as somebody Who has worked with SEO?

Originality is desired more than just the same old same old. Google specifically avoids showing identical content through SEO. original content is what sells be unique. Never duplicate what another does. You can ride trends and the site guys to term that I told you in a previous lesson, but never be identical to other copy or other copywriters. It will be a slippery slope, and it will land you in hot water.

So why is empathy and customer's perspective important? Well, now we're going to touch on probably the most important term I will tell you in the entire class. This is the aspect of cognitive empathy, which comes from psychology. This is also known as empathic. accuracy, which involves having, quote, accurate knowledge about the contents of another's person's mind, including how the person feels. This comes from Hodges and Myers in the Encyclopedia of social psychology.

Cognitive empathy is more like a skill. They say, quote, humans learn to recognize and understand others emotional state, as a way to process emotions and behavior. Now, how does this relate to copywriting you ask? Well, if you don't know what your customer wants, then how can you write up a product or service? In the end, you as a copywriter have a job and that is to make sure you're doing your best to make your brand or product, whatever it may be, to stand out from the pack. But to make it stand out, you must first know how to make it stand out to your consumers.

So how do you align your yourself with your customers perspective. How do you let them know that you're seeing things, their desires, their needs, from their point of view? Now, in this lesson, I posted a YouTube video clip from a movie called boiler room. Now, this movie deals with blue chip stockbrokers and they are very amoral people. So I certainly don't want you taking any moral lessons from these folks. But in this clip, you can see what the character is doing.

He calls up the person to whom he wants to make a sale. And before he does that before, he says, Hey, so do you want to buy this? Or at the very least before he tries to make the final sale? He's asking him questions. And notice the questions. He's asking the customer and what are you saying?

Are you married? If you got as much mail as I do, you probably brush what I sent you aside He's trying to identify with customer he's trying to see things from his perspective. The message here is the same even though obviously I will say again, you do not want to be like these folks. The message here is the same. You want to make sure that the customer understands that you understand him or her that you identify with similar themes, similar trends, similar goals, because at the end of the day, you want to engage with the customer. Now, it's important to remember that empathy is not the end of your copywriting journey, but the very beginning, use it as a tool, and a way to see from the side of customers with whom you would not normally see from their side.

A blog called real good writing made a very good post called quote, The problem with empathy in copywriting because sometimes some people copywriters may not look at empathy in the correct way. And they made a very good quote which says, If I want to communicate with my wife, I don't start by telling her how great I am and how I can solve her problems. Parentheses or worse imagining her problems by giving her solutions to them. And they also say if you're a copywriter who's writing for busy moms, but you're not a mom, you can't possibly pretend to know the panic a mom feels as a kid was one of your kids throws a fit. So how do you work around this? One word, research.

Now going back to the example about the writers wife, quote, this is the writer talking. I shut up and I let her talk. I asked her questions. I make sure I understand. And then we have a conversation. As a copywriter research is everything.

One of the great pros of the digital age we live in is that we have access to such a large, huge amount of information. We have access to the internet. And there are numerous resources at our disposal because of this, Google, Reddit, scholarly articles, marketing studies, etc. Use these and use them all the time. My advice is to not get started on content writing until you have access to and go to your research first, on your product or service, on the demographics you're writing for. And then and only then you get started on your content writing.

It's not your job just to write. It's your job to write while also knowing your consumer

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