In the first article of this series I discussed the definition of copywriting and showed how compelling web copy can benefit the client in addition to benefiting you, as a therapist or healing practitioner.
In Part 2 of this series, I am going to show you how using empathy in your copy mirrors the effect of using empathy with your clients in your therapy or healing practice.
As a therapist (and also as a healer) because you care about your clients’ healing process, you take care to ensure you build a strong relationship with them.
And what is the major component in building a strong relationship?
You show your clients that you care, that you understand them and that you really want to help them overcome their problems.
Let’s look at how empathy plays out when potential clients first contact you…
When potential clients first contact you they have a specific problem and that is where their focus is. They want to tell you about their problem and the pain they are experiencing. And, they want to feel that you understand their pain and their specific situation. They want to know that you care and that you ‘get’ them. You will likely ask some questions in order to understand their specific situation better and empathize with their pain.
Through this process of listening, asking questions and showing empathy, you begin to build trust with your potential clients. They then start thinking things like, “Ah, this person seems to ‘get’ me. I feel this person understands what I am going through. Maybe this therapist (or healer) can help me.”
Potential clients then begin to feel more open to the possibility of working with you. They may not yet have made the final decision to jump on board, but there is an opening towards you that has begun.
And this is precisely what happens for potential clients when your web copy addresses their problems and pain.
When potential clients land at your website they often don’t know anything about you. Their problems are foremost in their mind and they are looking for help.
They are hurting, perhaps anxious, and maybe even feeling discouraged or hopeless about the likelihood of their situation improving.
Your job with your web copy is to show empathy and let them know that you understand their problems. And, in order to show that you understand them, you need to address their problems very specifically.
It is through your web copy that you begin the relationship building process just like you would if you were speaking with a potential client on the phone or sitting with a client in your office. By empathizing with their pain you start to build trust–at least enough trust to encourage them to stick around and read your website further.
In Part 3 in this series I tell you how to continue the relationship building process with clients through your web copy. Empathy is only the first step. In the next article, I will discuss the importance of building hope in your potential clients and letting them know what the benefits of working with you can be.
To read part 3 of this article series, click here.
To start reading at the beginning of this 5-part article series on how website copywriting mirrors therapy, click here.
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