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Hey, Let’s talk about something that trips up even seasoned copywriters: The empathy gap trap. A lot of times, copywriters try to show empathy by talking about the buyer’s biggest problem. Sounds good in theory, right? But here’s the catch: they often assume how the buyer feels instead of actually finding out. And that assumption? It’s dangerous. Because different buyers experience the same challenge in totally different ways. What feels like a disaster to one group might just be “meh” to another. Take compliance officers at big companies. Their job? Keep up with changing rules and avoid fines. Big responsibility. But here’s the thing—when a new regulation drops, they don’t take it personally. An entrepreneur might. A CEO might. But a compliance officer? They see it as a technical issue, not an emotional one. Sure, they’ll care about avoiding a fine. But they’re not lying awake at night stress-eating Doritos over a policy update. So if your copy starts with “We know how stressful this must be…” — you’ve already lost them. What they want is a calm, competent expert who knows their stuff. Not a hug. Now flip that. Career coaches talking to mid-life professionals? Whole different vibe. These prospects are questioning everything. “Am I stuck?” “Is it too late to start over?” “Where did my passion go?” Lead with cold, logical problem-solving and you’ll miss the mark completely. This audience wants soul-level empathy. They want to feel seen. So here’s the bottom line: Don’t assume. Research. Read what your market says online. Talk to them. Listen not just to what they say… but how they say it. Empathy isn’t generic. It’s custom-fit to how people see their own reality. Get it right, and your copy connects. Get it wrong… and even your best offer falls flat. Till next week, David |