Copywriting Tip I've found-Humanization

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Empathy and identification are no doubt the two most powerful factors behind great copy, but, 'humanization' ties both empathy and identification together and increases conversions.

We all know that empathy, our ability to convey that we have 'felt their pain' and 'identification', conveying that we are 'like', are the driving forces of persuasive writing, but when you 'humanize' yourself, you are more 'human' and not an 'all knowing, all powerful omnipotent being...' this reinforces belief that if you can do it, fix it, solve it, so can they, because after all, 'you're not perfect. You are not some "God" who has skills, experience, money, etc' that they do not possess.

When you humanize yourself, you admit that there are some things that even you don't know, and that makes you a REAL PERSON. (And takes away one more objection.)

-Dani
#copywriting #copywriting #foundhumanization #tip
  • So, in other words, false, calculated "authenticity" for the sake of a sale.

    Good plan.
  • ...but what if it is sincere?
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    • When it's my own product, it is sincere. I create products about making money. It's extremely sincere when I include that I am "graphically challenged" and "can't do but the most basic technical stuff."

      See above.

      It is obvious that I never have felt, nor ever will feel, the pain of having a small penis or suffering from premature ejaculation, however, my job is to convey the message that I have. Adding in to that copy, "I'm no Adonis, but I finally have the confidence to make love to my wife..." is hardly fake, as that IS an actual feeling of the 'target market.'

      -Dani
  • Thanks DanielleS for your thoughtful commentary. I come from a scientific journal writing background, and I have been working hard at a more conversational, friendly and empathetic style of writing. I'm using Whole Foods, Trader Joes and J. Peterman copywriting for inspiration!
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    • That's a good point. I often find myself rewriting over and over until it is simple, straightforward and conversational.
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    • That hits the nail right on the head. When you are talking to a friend, empathy is present, identification isn't denied and humanization is the common bond
  • I'm pretty sure that's what I did recently on my cb product's lp.. It's basically a "here, i'll be honest with you" moment w/out any bs..Thanks for this thread, I'll for sure employ that in my future projects....
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    Copywriting Tip I've found-Humanization

    Empathy and identification are no doubt the two most powerful factors behind great copy, but, 'humanization' ties both empathy and identification together and increases conversions. We all know that empathy, our ability to convey that we have 'felt their pain' and 'identification', conveying that we are 'like', are the driving forces of persuasive writing, but when you 'humanize' yourself, you are more 'human' and not an 'all knowing, all powerful omnipotent being...' this reinforces belief that if you can do it, fix it, solve it, so can they, because after all, 'you're not perfect. You are not some "God" who has skills, experience, money, etc' that they do not possess.