UNDERSTAND THE POWER OF EMPATHY

I was recently rewriting some very dry text for a major corporation`s web site. The page was in the driest of all dry sections - the About area.

I struggled for quite a while. But then I hit upon a tone and voice that worked for the company, but also enabled the reader to feel, "Sure, I can relate to that."

Sounds easy.

Well, it isn`t. It`s really tough to find a voice for a huge company that will also give rise to an empathetic response in an individual reader. But it is possible.

And when you get it right, empathy is a very, very, very powerful thing.

TIP: The enemy of empathy is cliché. If you find yourself writing a sentence or phrase that you know other companies have used in their communications, cut it out and find a new way to say it.

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