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You practically never hear any of the self proclaimed copywriting experts talk about what I’m about to mention…
… But despite that, using this “technique” is a MUST if you want to write copy that sells.
And I’m calling it a technique. However, it’s really more of a skill.
And that skill is empathy.
You have to be able to empathize with your prospects. You have to be able to take a step back and view the world from their point of view.
And that ain’t the easiest thing in the world to do if empathy isn’t something that comes natural to you. Which happens to be the case for quite a lot of folks. Now, I’m no brain surgeon, but I’ve read that your natural ability to emphasize has a lot to do with the size of your cerebral cortex – which is largely determined by genetics.
But the great thing about the human brain is just how malleable it is. And by regularly practicing empathy, you can literally re-wire your brain making it easier for you to emphasize with people – and as a result, write better copy!
So your probably wondering to yourself, what sort of exercises you should do to workout your empathy muscle.
Well wonder no longer, because Kenneth has the answers…
All the credit for this first exercise goes to John Carlton – one of the few copywriters I’ve ever heard talk about empathy.
Exercise number one: Pick 3 people who you absolutely hate – These could be people in your social circle, your family, or even a celebrity – and spend some time actively trying to see the world from their point of view.
Really get inside their head and imagine what makes them tick… Imagine what opinions they hold and why they hold them.
Simply doing this little exercise is going to take you to a deeper level of thought than your average Joe will ever contemplate. Most folks are too stuck in their own head… parroting their side of the argument… never stopping for a second to consider that maybe… just maybe… they might be wrong.
Anyhoo…
I digress.
I’ve got one more empathy exercise for you and this one involves watching a movie. The movie in question: Alpha Dog.
The film is poorly named in my humble opinion, but it’s surprisingly good, and very underrated.
It’s also based on a true story, but that’s beside the point.
Anyway – What you should do when watching the film is try to imagine yourself in each of the various characters shoes.
Imagine growing up as them… Imagine living your live as them… Imagine being them…
And then ask yourself, would you have made the same decisions as them? (And without giving too much away, most of the decisions every individual character makes is pretty questionable)
But it’s a great exercise in testing your empathy.
So give the movie a watch some time. It could make you a better copywriter, and at the very least, you should enjoy it.
As always, stay sharp!
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Source by Kenneth Turnbull
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