Copywriting Wisdom - Empathy

[OnlineMasterMind]

I'm reading a great book by Orison Swett Marden and although it's pretty old, its' wisdom applies today more than ever.

Naturally, I'm always thinking about things in terms of Marketing and I couldn't help sharing this passage. This cuts to the core of copywriting:

"What the world needs is a clergyman who is broader than his pulpit, who does not look upon humanity with a white neckcloth ideal, and who would give the lie to the saying that the human race is divided into three classes: men, women and ministers. Wanted, a clergyman who does not look upon his congregation from the standpoint of old theological books, and dusty, cobweb creeds, but who sees the merchant as in his store, the clerk making sales, the lawyer pleading before the jury, the physician standing over the sick bed; in other words, who looks upon the great throbbing, stirring, pulsing, competing, scheming, ambitious, impulsive, tempted mass of humanity as one of their number, who can live with them, see with their eyes, here with their ears and experience their sensations."

[dorothydot]

Ab-so-lute-ly! You must be able to comprehend the problem your prospects have, and which your product or service will solve for them.

Then you must be able to speak to your prospects regarding this issue... using their words, their images, their style of speech. From their point of view, your words simply must not get in the way of your message.

Good for you for discovering this vital piece of marketing!

Dot

[CopyMonster]

Good one! Matches with the concept - meet your market at their mindset.

People are hungry for understanding - perhaps moreso today. If you can demonstrate you understand even just a little part of their world - you will have an eager ear.

Jay Abraham emphasises the power of empathy in marketing to those smart enough to listen.

Maybe if marketers practice more "shut-up" marketing they'd do better!

[Yogagirl]

Originally Posted by OnlineMasterMind

I'm reading a great book by Orison Swett Marden and although it's pretty old, its' wisdom applies today more than ever.

Naturally, I'm always thinking about things in terms of Marketing and I couldn't help sharing this passage. This cuts to the core of copywriting:

"What the world needs is a clergyman who is broader than his pulpit, who does not look upon humanity with a white neckcloth ideal, and who would give the lie to the saying that the human race is divided into three classes: men, women and ministers. Wanted, a clergyman who does not look upon his congregation from the standpoint of old theological books, and dusty, cobweb creeds, but who sees the merchant as in his store, the clerk making sales, the lawyer pleading before the jury, the physician standing over the sick bed; in other words, who looks upon the great throbbing, stirring, pulsing, competing, scheming, ambitious, impulsive, tempted mass of humanity as one of their number, who can live with them, see with their eyes, here with their ears and experience their sensations."

Exactly!!! I think we should all hang that quote somewhere and read it every day! Words to work by!