Empathy’s a powerful tool.
But it’s frustrating when it’s not used intelligently. You find that frustrating, don’t you? I know how you feel.
I’ve worked on lots of copywriting projects which demanded a touch of sympathy. A friendly voice that understands your financial predicament, or shows the warmth of a family GP.
Of course, empathy isn’t always real. It’s slight of hand, a trick we use to make copy connect with people. In short, it’s one of the irresistible lies we tell.
But, as I found out when dealing with Microsoft’s Live Support, some people aren’t very good liars.