To empathize with the client is to make your copy readable and relatable.
And this is done by eliminating unnecessary phrases, stiff business terms and industry lingo.
When there’s an easy way to say something, use it.
Tell a story.
Remember: One example that connects with readers on an emotional level is better than a laundry list of details covering every possible angle.
Engage readers with real-life, relatable examples rather than impersonal facts and features. And lead with the benefit.
Who is your audience and what’s in it for them?
Don’t focus on how great the product or service is, or spend time trying to find a catchy or clever way of presenting the information.
Focus on the benefit a product or service delivers and communicate that in a straightforward, clear and concise manner.
Tell it like it is and get to the point.
A clear and simple tone builds trust and makes copy easier to understand, whereas vague generalizations have little impact.
Another good practice is to mix it up. Since most people skim, make it easy to pick out your main points.
Break up dense copy blocks with subheads, sidebars, bullets, charts, graphics and callouts.
Include clear calls to action. What do you want readers to do next? Make sure they know.
And use active voice and action verbs. Active voice is dynamic and easy to read, while passive voice makes reading a chore.
Active voice is also more powerful, as it shows accountability. In passive voice, the subject is being acted upon.