How Copywriters Can Use Empathy to Write Copy That Resonates
The Copywriter Column #196
In the past, I’ve written about solidarity being a copywriter’s secret weapon.
It’s because practicing solidarity allows you to better empathize with your target audience, to slip on their shoes, wander the gallery of their lives, and feel what they feel and think what they think.
But there’s a dark side to empathy many copywriters wrestle with (myself included) – it’s the art of letting go.
The power of empathy in copywriting
Before diving in, I think it’s important to identify the difference between sympathy and empathy because they’re confused more often than you might think.
Sympathy vs. empathy: know the difference
Sympathy is when you feel sorry for someone else’s misfortune or plight. Empathy is when you understand and share that person’s feelings.
It’s easy for someone to say, “It sucks to be that guy.” It’s more challenging for that same person to sit in the suck with that guy.
Why empathy is worth the effort
But that’s just it – that’s how you create messages that resonate with people. You don’t just sympathize with them, you empathize with them. You craft a narrative around their physical, mental, and emotional state so that they feel seen and heard.
It’s a way of getting their attention and cultivating trust. Yes, it can time and effort. But it’s so worth the investment.
The copywriter’s challenge: letting go of the suck
The challenge for copywriters then is to get out of sitting in the suck with the people they’re trying to help and help move them toward their desired physical, mental, or emotional state (i.e. away from pain or toward pleasure).
Because if you don’t give their feelings back to them, then you both stay stuck in the suck and you’ll both need someone to guide you out of it.
How to lead and write with empathy
Make sure you have a plan.
Before you immerse yourself in your audience's struggles, have a clear understanding of where you're leading them.
What transformation are they looking for? What steps will help them get there?
A solid plan ensures your empathy has direction and your message doesn't just mirror their pain but also offers hope.
Give them the best next step, not the whole solution.
People rarely want to hear the entire playbook when they’re struggling. What they really need is one actionable, digestible next step that feels achievable.
By breaking the path into manageable chunks, you empower them to move forward without feeling paralyzed by the enormity of their problem.
It’s less about showing them everything and more about illuminating just enough to take the next step with confidence.
Don’t be the hero, be the guide.
Your audience isn’t looking for someone to save them. They’re looking for someone to believe in their ability to save themselves.
Frame your message so they see their own potential and strength.
Your job isn’t to solve their problem but to equip them with the tools, encouragement, and clarity they need to rise to the challenge. That’s how you earn their trust.
Final thoughts: using empathy to empower
Empathy is a powerful tool for connection, but it comes with responsibility.
As copywriters, our role isn’t just to feel with our audience – it’s to lead them toward something else.
When you practice intentional empathy and pair it with a clear plan and the humility to guide (not save), you’re not just writing copy. You’re helping people move forward, one step at a time.
🎙️ You Should Listen to This Podcast
These thoughts were triggered while listening to Dr. Becky Kennedy’s recent conversation on Tim Ferriss’ podcast (listen to the full conversation here).
While she’s a parenting expert, her insights are just as valuable for anybody who leads anybody else – including copywriters who are leading readers on a journey!
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If you want to transform your writing through a simple principles-based approach, join the waitlist for the free micro-course by clicking the button below.
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