In the ongoing series on writing tips for creating engaging and persuasive content, the focus shifts to connecting with the audience on a human level. The author shares five tips for achieving this, starting with the importance of getting to know the reader in a profound way. Techniques such as conducting ethnographic research, customer journey mapping, and user testing are suggested to gain insights beyond demographics. By using empathy, content creators can generate feelings and make every word count, leading to truly connecting with the audience.
The concept of personas is explored as a way to guide content creation towards addressing the reader’s deepest pain points and desires. By focusing on workday disasters, performance worries, and solution triggers, personas can become more than just cardboard cutouts, but rather compasses guiding towards resonating content. The creation of vivid, relatable personas can lead to content success, as seen in the example of Fanatics, a sports e-commerce company that increased organic traffic by 1,100% by delving into the psyche of sports fans.
Inviting the reader into a shared world is emphasized as a way to create a connection and intimacy through language and tone choice. By using inclusive pronouns and referring to shared experiences, challenges, and aspirations, content creators can foster a feeling of ‘we-ness’ with the audience. The goal is to transform content from a one-way broadcast to a two-way conversation, inviting readers to become co-creators of meaning and value on the journey to something better.
The power of showing, not just telling, is highlighted as a way to engage readers on a deeper level. By using vivid details, sensory language, and specific examples, content creators can paint a picture in the reader’s mind, making the message more impactful and persuasive. Through storytelling and the use of metaphors and analogies, abstract concepts can become tangible and relatable, leading to more memorable content that resonates with the audience.
Writing with empathy is presented as a key strategy to create a connection and dialogue with the reader. By understanding the audience, addressing them directly, acknowledging their challenges, and painting a picture of a better tomorrow, content creators can build trust, rapport, and relationships. The goal is to make the reader feel seen, heard, and understood through relatable anecdotes and success stories, leading to an emotional and impactful message that resonates with the audience.
In the age of short attention spans, it is emphasized that it’s not about word count but about making every word count. Writing with empathy, showing instead of telling, and inviting the reader into a shared world can add value to content, creating an experience that resonates, engages, and sticks with the audience. The final message is that by using these powerful techniques intentionally, content creators can make a lasting impact on readers, guiding them towards a desired feeling, thought, or action by investing in their attention, engagement, and trust.
