Let me tell you a quick story.

A few years ago, a skincare brand ran two different ads. One ad highlighted all the clinical studies, stats, and awards their product had won. The other told a story about a woman struggling with adult acne, her embarrassment at work, how she used makeup to cover it up... and how the product helped her feel confident showing up barefaced for the first time in years.

Guess which ad crushed?

Yep, the second one.

Why? Because it felt real. It connected. It didn’t just talk at people... it made them feel seen.

And that is the power of empathy in marketing.

The truth is, most copywriters obsess over techniques like urgency, scarcity, benefits vs. features, and power words (which are all important)... but they skip right past the one thing that gets people to actually care:

Empathy.

Real, honest-to-God empathy marketing. The kind that makes your reader nod and go, “Wow... they get me.”

If you're writing copy and not thinking deeply about emotional triggers, buyer psychology, and what your reader is really going through — your copy will always feel hollow. It might sound good. It might even check all the boxes. But it won't convert the way it could.

In this post, we’re going deep into the #1 underrated superpower of great copy: empathic marketing.

You’ll learn:

• What exactly empathy means in the context of copywriting

• Why marketers like Gary Bencivenga and Joe Sugarman used it relentlessly (and how you can too)

• How to use empathy-based marketing to tap into your reader’s inner world

• 3 real-life empathetic writing examples that show how to connect emotionally and ethically

• 7 powerful tips to build trust and connection using empathic writing, ethical persuasion, and empathetic storytelling

And yeah, we’ll also talk about empathy in writing without making it fluffy or vague... this isn’t about “being nice” — it’s about influence.

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Empathy in marketing isn’t just about being nice or “understanding your audience.”

That’s surface-level fluff.

Real empathic marketing is about stepping inside your prospect’s mind… seeing the world through their eyes… and reflecting their thoughts, feelings, fears, frustrations, and desires back to them with surgical precision.

It’s not about guessing what they want. It’s about knowing.

And that only happens when you go beyond demographics and dive deep into psychographics — the beliefs, values, emotions, and lived experiences that shape buying decisions.

That’s what legendary copywriter Gary Bencivenga meant when he said, “The most persuasive copy you will ever write is that which shows the prospect you understand them better than they understand themselves.”

That’s empathy-based marketing in action.

So what does that actually look like in your copy?

Let’s break it down:

• It means identifying the pain points in marketing that actually keep your reader up at night (not the ones you think sound good).

• It means using emotional triggers that make them feel heard, not manipulated.

• It means writing in a way that shows empathic listening, not just selling.

• It means your tone, message, and positioning are all filtered through the lens of “How would I feel if I were in their shoes?”

Empathic writing isn’t just about what you say. It’s how you say it — and more importantly, what the reader feels when they hear it.

Because when someone feels truly understood, their defenses drop. Trust builds. Connection forms. And then... they buy.

This is why empathy marketing outperforms cold persuasion tactics. It makes you magnetic instead of pushy.

It’s the difference between a copywriter who sounds like a sleazy salesperson... and one who sounds like a trusted advisor who gets it.

Bottom line: Marketing with empathy isn’t optional anymore. It’s a necessity if you want to stand out, resonate, and sell in a world flooded with generic copy.

And as we’re about to see... the science (and the stories) back it up.

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Let’s get real for a second.

Most copywriters are out here trying to “grab attention,” “write irresistible headlines,” and “overcome objections”... but they skip over the one thing that makes all of that easier:

Empathic writing.

If you’re not using empathy in writing — you’re basically just shouting into the void. So here are 5 no-BS reasons why you need to bake empathy into your copy from start to finish...

1. Empathy Creates Instant Reader Connection

Ever read something and thought, “Wow... this is exactly how I feel”?

That’s not an accident. That’s empathy-based marketing working its magic.

When your copy reflects the exact thoughts, feelings, and fears your reader is already having, it’s like looking into a mirror. It instantly builds rapport. They feel seen. Heard. Understood.

This is what Claude Hopkins meant when he said, “Advertising is salesmanship in print.” Good salesmanship starts with deep understanding.

Without that connection, even your best arguments fall flat.

So if your copy isn’t creating a “this-is-so-me” reaction from your audience... it’s not empathy-driven — it’s just noise.

(Hint: This is why empathy marketing almost always outperforms logic-based messaging.)


2. Empathy Builds Trust Without Hype

You don’t need gimmicks when your prospect feels understood.

Because trust doesn’t come from facts. It comes from feeling safe. When your writing shows real empathic listening, people let their guard down. They believe you’re on their side — not just trying to sell them something.

This is the foundation of ethical persuasion.

It’s not about manipulating emotions — it’s about tapping into them honestly. And when you lead with that kind of transparency and care, your offer becomes 10x more believable.

People don’t buy because you convinced them. They buy because they trust you.

Empathy earns that trust faster than any sales trick ever could.


3. Empathy Makes Your Message Stick

Your brain is hardwired to respond to emotional experiences. Not just facts. Not just features. Feelings.

That’s why empathic marketing leaves a lasting impression — because it wraps your message in a story the reader feels.

Think about it: What do you remember more...

A list of product features?

Or a relatable story about someone who had the same struggle you’re going through?

This is the storytelling impact at work. Stories rooted in empathy don’t just inform... they resonate.

When people feel emotionally moved by your copy, they don’t forget it — and they don’t forget you.


4. Empathy Sharpens Your Offers

One of the most overlooked benefits of marketing with empathy is this:

It makes your offers better.

When you deeply understand your audience — their struggles, desires, beliefs, and objections — you stop creating generic offers. You start solving real problems.

You pick better angles. Stronger hooks. Clearer promises.

You don’t guess what matters. You know — because empathy gives you insight.

This is what true buyer psychology is all about. It’s not just knowing what they want... it’s knowing why they want it, and meeting them at that level.


5. Empathy Sets You Apart in a Saturated Market

Let’s be honest: The internet is drowning in content.

Everyone’s trying to be clever, loud, or “conversion-optimized.” But very few are writing with actual heart.

If your copy feels like it was written by a human who actually gives a damn... it stands out instantly.

Especially when the rest of the market is still focused on tactics like scarcity and urgency without emotional grounding.

Want to cut through the noise?

Start using more empathic writing.

Write like you care.

Make the reader feel like you’re inside their head.

That’s how you go from forgettable to unforgettable.

And that’s how you build a loyal audience that actually wants to hear from you again.

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