Why Empathy?
Some of the best advice I have received (from my mother of
course) is to learn the skill of empathy. Of course, at the time I didn’t understand
how looking from another’s point of view would help impact my life. It wasn’t until
much later I came to the realization that life extends beyond my own point of
view, and how impactful you can be to others.
So how does this apply to writing? Well here’s the kicker, empathy
is a versatile skill that can be applied not only to writing but sales and
life. Good writing consists of getting into the consumer, or audiences mindset.
You need to understand their point of view, wants, needs, and tailor a message
fit for them. Anyone can spew out ideas and content. The key to success is
creating content that is specific to a customer and their needs.
For some people this skill comes naturally, others must work
at attaining it. “Empathy like writing isn’t a gift, it’s a discipline. Like
good writing this isn’t something you can achieve overnight, you must work and
it and actively practice.
Get to Know Your Customer
It’s as simple as that, spend quality time with your customer,
or prospects. Get to know them and build a long-term relationship. You would be
surprised how people open up if you get the chance to know who they are.
Understanding Your Customer
This requires strong observation skills. Observe their habits
in a natural setting like their home or place of work. Ask yourself why. It is
important to understand why a customer behaves the way they do and why they
feel that way. My favorite piece of advice is to never assume. Always ask, you
might be surprised to hear their response
Customer Orientation
Finally, write for the customer. This is a huge skill I
learned in sales and find to be applicable to writing as well. You are not
writing for yourself but for the consumer.
“Empathy is the capacity to be affected by and share the emotional
state of another, assess the reasons for the other’s state, and identify with
the other, adopting his or her perspective.” –Frans de Waal
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