Why It’s Important To Use Empathy In Copywriting

As a therapist, you ooze empathy. Empathy is your middle name. You make your living on empathy. But what does empathy have to do with copywriting?

Turns out, everything

Empathy in copywriting is used to reach your target audience’s pain points. You want your writing to reflect what your potential clients are going through. Show them the benefits of working with you, not just the features of what you do. Essentially, don’t just tell them what you do, show them how your services will help them.

Copywriting is more than just marketing and SEO. The way you provide good marketing with SEO-optimized content is by hiring a copywriter who uses empathy in their copywriting. Which means, hire a good mental health copywriter.

Why Is Empathy Important In Copywriting?

It’s important to use empathy in copywriting because if you want to reach people on an emotional level, you have to think about how you want them to feel

Use your powers of empathy to think about your target audience. What’s their background? How old are they? Why are they coming to see you? Once you’ve identified your target audience, then you need to know how to reach them.

Empathetic copywriting demonstrates that you are an empathetic person and therapist. Using your powers of empathy helps you understand your target audience and their pain points. If you speak to your ideal clients directly and the benefits of working with you, you’ll hit them right in the emotional gut. And that’s what we want – for you to reach people on an emotional level to the point where they feel like you understand them. That’s what gets people signing up for your services!

Using empathy in copywriting can convey who you are as a therapist. Demonstrate how you can help the person through your words. Your website is a great place to start. When someone lands on your website they should know immediately from your homepage whether you’re the right person for them or not. This is because you use empathetic copywriting to show your understanding and knowledge of the person’s situation. You show that you understand why someone would come to you. Speak directly to those pain points in a tone that demonstrates warmth, compassion, authenticity, and of course, empathy.

What Is Empathetic Copywriting?

All copywriting should be empathetic copywriting, but not all copy is created equal. To stand out from the crowd, hire a good mental health copywriter who writes for therapists and knows your pain points. 

Empathetic copywriting demonstrates that you understand the pain points of your target audience. It shows that you want to help and that your services actually can help the person. Empathetic copywriting shows that you really care about the person through the words you put on your website or in your blogs or emails.

Use words and phrases that reach your target audience in a way that makes them feel seen and understood. Show that you’re an empathetic human who also happens to be a therapist. You want to show that you’re non-judgmental and are a safe person for your ideal client to explore their mental health challenges with.

How To Use Empathy In Copywriting

I’ve already mentioned pain points, but I’m going to say it again – speak directly to your target audience’s pain points. Empathy in copywriting is demonstrated through word choice and tone. If you want to convey that you are welcoming, honest, trustworthy, safe, qualified, accepting, and compassionate, you need to use words and a tone that gets those qualities across.

Think about what your target audience needs. How can you provide them with services that meet their needs? Once you’ve identified who you help and how it’ll be a lot easier for your copywriter to convey that on the page.

Choose your words carefully to demonstrate that you understand how your target audience is feeling without pushing them away. Don’t just point out the problem that someone is trying to solve. Demonstrate that you understand your target audience’s pain points and how you can help through phrases like “I used to feel like you” or “I’ve been where you are.” 

For some therapists, this is true. Other therapists don’t identify with the lived experience of their ideal client. That’s ok. Obviously, you don’t need to have a mood disorder to work with someone with bipolar disorder. The important thing is that you demonstrate through empathetic copywriting that you’ll be understanding and accepting of the person. They need to know you’ll take care of them.

Hiring An Empathetic Copywriter

The best copywriters use empathy in everything they write. Mental health copywriters are a unique breed because they write solely for people who are professional empaths. Copywriters are professional empaths too, we just use our empathy in a different way. 

If you really want to up your game by finding a copywriter who uses empathy, hire a mental health copywriter. Even better, hire a mental health copywriter who used to be a therapist.

The benefit of hiring a former therapist who is an empathetic copywriter is that your copywriter will understand what you go through in your job. They’ll understand what it’s like to be on your side of the couch and what kinds of challenges your clients may face. A former therapist who is now a copywriter for therapists understands how difficult your job is. I understand your challenges because I was you. 
If you’re ready to take the next step and hire a mental health copywriter who is a former therapist and uses empathy in her copywriting, contact me to set up a free 30-minute consultation to see if we’re a good fit. I look forward to seeing how I can help you project your empathy and compassion onto the page!

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