How can you write copy that positions your brand as a compassionate provider?

I know it's the buzzword of the moment, but authenticity is key. Think about how you can genuinely provide compassionate support to your audience and start from there. People can see right through words that have no claims or reinforcements. Also, avoid cliches. Phrases like "Now more than ever" mean nothing when everyone is saying them. Continue to write in your brand's unique TOV, but write with consideration and sympathy for the world's current situation.

Try the "Empathy Letter" exercise. Write a letter from the perspective of your ideal customer addressing their deepest concerns, fears, and hopes. This isn't a sales letter but a pure expression of empathy and understanding. Then, respond to this letter as your brand, addressing each concern and hope with compassion and how your brand can genuinely help. This exercise forces you to step into your customers' shoes, fostering a deeper understanding of their needs and emotions. This approach ensures your brand's voice is not only heard but felt at a deeper, more empathetic level.

Oftentimes entrepreneurs are helping to solve a problem they faced in the past (e.g. losing weight, getting out of debt, overcoming self-doubt to write a novel). The thing is, the entrepreneur is further along and might actually forget what it feels like to be in their ideal clients' shoes. So a helpful exercise for them is to look back (on their social media, journals they kept, photos they took) and reflect - how did they feel? What challenges (real and in their mind) did they face? Where did they want to go? Why? This is one way entrepreneurs can write using a more empathetic approach.

To make your brand known for caring, it's about more than just selling things. Brands that truly want to help communities don't just talk about money; they show compassion. I advise businesses to focus on what we all have in common rather than pointing out differences. People don't need to be "fixed"; they just need to be reminded of their worth. Instead of loudly promoting what you offer, you can work together to create messages that connect and understand people.

Instead of using other people's experiences just to sell, you should aim for stories that empower both brands and communities. The best stories are like timeless adventures, full of struggles and triumphs. So help clients create stories that represent real people as heroes, and the brand as a helpful guide in their journey. By telling these symbolic stories, you can go beyond just talking about products. You can turn testimonials into inspiring tales of people finding relief, belonging, and success with the brand by their side. It's like sharing little poetic moments that capture the imagination.

To make your brand known for compassion, it's important to guide people rather than push sales. The steps you suggest should benefit the community, not just the brand. To do this, you should start by listening carefully and building trust. I advise brands to communicate clearly and be transparent about their intentions. You can ask for feedback to make sure your messages are understood the way you mean them. Once trust is established, you can make gentle suggestions based on what you've learned from the community.

Is the company actually behaving compassionately in the real world? Do staff feel well looked after? Is it easy for customers to get refunds or unsubscribe from services? Are accessibility and inclusion a priority? Is the company actively reducing its environmental impact? Are its designers empowered to consider the ethical implications of their decisions? Does the company invest properly in content and communication and treat these disciplines with respect? If the answer to any of these questions is “no”, there are deeper problems to solve.