Don’t Write Like a Robot: How to humanise your copy with empathy

I have a little confession to make.?

I can’t bear to watch the news. I can usually sense if someone's upset or worried before they've even opened their mouth. And, I ugly-cry at every episode of BGT when someone gets the golden buzzer -? without fail.

But while having this amount of intuition and empathy can sometimes be a total pain in the backside, it's also a big old blessing.

Yes, it means tears are quick to come, and I sometimes have to step back to breathe and find my emotional footing. But it also means I have a very handy capacity for putting myself in others' shoes.?

Connecting with people on a deeply intuitive level isn’t just about feeling sad when they are sad - it's about understanding the layers of their joy, fears, hopes, and sorrows.?

And it's precisely why successful writers and communication professionals can connect with audiences through their writing.

Ever wonder why certain songwriters, such as Ed Sheeran or Adele, can make you feel like they are singing directly to your soul, or why Oprah Winfrey and the author Donna Ashworth can connect with so many people from all walks of life? You guessed it - empathy.?

It’s not witchcraft or manipulation - it’s about genuinely understanding people.?

Empathy is a uniquely human trait that sets us apart from unemotional AI bots. By contrast, I can now fully appreciate my natural softness - I once thought of it as vulnerability - and turn it into strength through my writing.?

I'm not bot-bashing, though, I'm very fond of my AI robot pal for all kinds of things. More on this later.

"Ah, but Becky, can I really 'learn' to write with empathy if it doesn't come naturally right away?"

Well, I'm pleased you asked.?

Yes and no.?

You see, I don't believe that genuine empathy can be taught. If you don't have it - you don't have it… Er, hello, Dexter Morgan.?

But the good news is that most people aren't like the murderous Dex, thank goodness, and can, therefore, empathise to some degree or another. For those people, there are ways of tapping into their empathy when needing to write with feeling.

Not sure how empathetic you are? Check out this post later and take the test.

But first…

Why is empathy so crucial in writing??

We’re constantly bombarded with endless ‘bytes’ of information. However, the messages that make us feel understood, helped, and supported - especially in the care sector - are the ones that will stick in our minds. Empathy weaves its magic through our stories, creating narratives that are both read and felt.

When trying to get a message across to your target audience, if you can genuinely grasp their needs and emotions, you can produce content that truly resonates with them.

The underlying aim of all your content and communications should be;?

‘I understand your pain, and here's how our product / service can make it go away’.?

Empathy means stepping into someone else’s shoes, seeing the world through their eyes, and experiencing their emotions as if they were ours.

It goes beyond merely ‘recognising’ feelings - it’s about feeling them. This is quite different from sympathy, which is more about acknowledging someone's struggles rather than sharing them. More on this here.?

Studies from Havard Medical School demonstrate how empathy in healthcare staff improves patient satisfaction, treatment, and clinical outcomes. This means that people are more likely to choose and trust skilled, genuinely empathetic, caring, and understanding care services.?

Okay, I know what you're thinking? -? ‘talk about stating the obvious, Becks’ - and I quite agree. But, while it may be obvious -? it's still often missed when we market and communicate our services.?

Building trust hinges on two key factors -? competence and genuine care. When your communication channels exude both expertise and empathy, you're not just conveying information but connecting on a deeper level, showing your genuine desire to help. This sincerity sets you apart from competitors who might lack this heartfelt approach, making your services stand out as the compassionate choice people seek.

So, with that in mind, let’s dive into a couple of ways that can help you write with more empathy…

Tip #1: The dear Nan method:

When I need to write something heartfelt and genuine, I start with "Dear Nan." Yes, it sounds a bit bonkers, but whatever works, right??

It helps me imagine I'm speaking to just one person, and in the same way I would speak to someone I care for.?

Don't forget to delete the "Dear Nan" bit, though, as I did recently on a blog post before sending it to a new client. (Cringe!)

Tip #2: Empathy mapping:?

Heard of marketing personas? Well, this one goes several steps further.?

An empathy map is a way of tapping into what our potential customers think, feel, know, and do. It’s particularly powerful for communication teams, enabling them to connect deeply with their audience’s needs through collective insight.

Step 1: Consider a scenario putting yourself as the main character, for example;?

You are Mary, the 62-year-old daughter of a fiercely independent 88-year-old woman who lives alone in the family home she adores. Recently, Mum has had a number of falls, and you've also started noticing forgetfulness and a decline in home upkeep, pushing you to address the possibility of a care home with your mother - a daunting task given her love for socialising and independence.

It’s now time for one of the hardest discussions you’ve ever had to have.?

There are tears and emotions run high, but finally, your mother agrees that you can start exploring care options.’

At this moment, if you’re a care provider who truly understands the journey Mary’s been on even before she contacts you, your copy and content will resonate deeply, making her more likely to trust your services.?

Again - this is not about manipulation in marketing - it’s about really and truly putting yourself in your customers' shoes.??

Step 2: Based on this situation, using an empathy map, we can start to understand how to speak to Mary's problems and concerns empathetically.

Here's what Mary thinks: ?

"I think it's time to find some support for Mum. She values her independence and seeing her friends, but the signs are clear that she needs help around the clock due to her falls. What are the best options? I have no idea what I'm looking for, or where to start”.

Step 3: Based on this, we can start to break down how we would speak directly to Mary’s pain points with empathy and understanding:?

Empathetic copy examples:

Addressing her love for socialising:

Welcome to Brighter Days. Our care homes are vibrant communities that offer much more than just support with daily living and healthcare. They are lively hubs of activity, brimming with friendship and laughter. From creative workshops to social gatherings, each day is filled with opportunities to connect and enjoy. Our caring team ensures that every aspect of life is enriched with warmth and joy, making each moment special. At Brighter Days, we don’t just care for you - we celebrate life with you.

Addressing the need to feel like an individual:

At the heart of what we do is a deep understanding of your unique story and preferences. Our team dedicates time to getting to know you, ensuring that your happiness and comfort are our top priorities. We listen attentively to your needs and wishes, adapting our care to suit your individual lifestyle and ensuring every day is lived to the fullest. Here, you're part of a family.

Addressing the need to feel safe:

Our beautiful homes support your unique lifestyle while ensuring safety and comfort. Our bedrooms are equipped with modern amenities and bespoke touches to make you feel at home, and you are very welcome to bring items from your own home as well. Our dedicated team is always on hand, ensuring every detail is catered to your needs, making daily life easy and enjoyable. From the plush linens to the tasteful decor, we strive to create a warm, inviting atmosphere where you can relax and thrive. Safety features and accessibility are seamlessly integrated into every space, ensuring peace of mind for you and your loved ones. Here, it's not just about care - it's about living well in a place you love.

Addressing the problem of not knowing where to start looking for care:

We know that finding the right care can feel overwhelming, and understanding where to begin isn't always clear. Below, you'll find articles on a broad spectrum of topics designed to help guide your search for care that's perfectly suited to you or your loved one. If you can't find the answers you're looking for, please don't hesitate to contact us. Our friendly team is on hand to address any questions you may have.

So, as you can see, once we understand Mary’s perspective better, the copy is written with insight, understanding, and empathy, meaning you're much more likely to develop her trust. By adding social proof on your website and social media in the form of photos, stories and testimonials to back up your claim, you reinforce your messages, showing you're not just ‘all talk’ but action too.??

Message me for a free copy of the Empathy Map template.

A word about AI and empathetic writing

Let's address the robot in the room.?

I'm a big advocate for AI for all kinds of things, such as data-driven insights, assistance with blog outlines, and it’s brilliant for getting over a scary blank page.

However, it can also strip any personality from our words, leaving the very real risk of every brand sounding precisely the same. In a crowded marketplace, it’s your brand's unique personality that will make you stand out above the rest.

With AI, you can have words on a page - but if the words aren't right and the message is tone-deaf, it won't resonate with the people needing your services.?

When our readers feel understood, valued, and, most importantly, cared for, they become loyal customers, clients, residents, and even employees.

Let’s learn to use AI as the brilliant assistant it is, but remember, genuine connection only comes from the human heart.

So, till next time,

Take care.?

Becky x

thefullstory.co.uk?

Ps. If you’ve found this article useful, please let me know by commenting below. ??

?? Calling All Care Providers! ??

I'm considering hosting a free online workshop called "Writing with Heart" specifically for communication teams in the care sector. Would this interest you and your team? Please let me know in the comments! If there's enough interest, I'll make it happen!

Here’s what I’m planning to cover:

• Empathetic Writing Techniques: I’ll guide your team through the subtleties of language, helping you choose words that truly resonate and avoid those that don’t. We'll find a tone that speaks directly to the hearts of your audience.
• Navigating AI in Copywriting - I'll show you the do's and don'ts, revealing the telltale signs that AI might have influenced your content, and how to keep your messaging authentically human.
• Mastering Empathy Mapping - We’ll explore the inner thoughts and feelings of your clients and their families. This knowledge will enable your team to write with profound empathy and insight.
• Practical, Hands-On Learning - You'll leave this workshop not just inspired but equipped with practical tools and strategies to immediately enhance your communication efforts.

I’m excited about the possibility of helping your teams connect more effectively with the families you serve.?

Your input is invaluable, so please let me know below - and, If there's enough interest, I'll make it happen! B x