If you want to establish trust and build unshakable brand loyalty there’s one thing you really need to concentrate on. Empathy.

With the growing prevalence of digital platforms, and increasing numbers of consumers choosing to interact with brands online, it’s more important than ever for brands to be able to empathise with their target market.

Digital platforms such as twitter, instagram and facebook offer the perfect opportunity for brands to project their personality, and show that they understand their audience.

Copywriting holds the key to this.

In order to get the best from social media campaigns, brands need to think clearly about what matters to their consumers, and develop a tone of voice and language that addresses their audience on an individual level. And that’s where empathy comes in.

If brands have empathy with their audience members, they’ll have no trouble crafting creative, compelling content that piques the interest of the demographic they want to catch. So, it’s vital that copywriters take the time to fully understand their audience before embarking on new projects.

Of course, you don’t have to become the audience to know how to write to them. You just need to be able to think like them. You need to understand what their problems are, and how your company plans to magic them away. You need to know how to write in a way that appeals to the group in question, and which words or phrases might turn them off.

Think like your audience, and you can ensure that your tone of voice is hitting all the right notes.

You’ll know what to say to get their attention, and you’ll be able to steer clear of lacklustre campaigns and shabby social content.

Know your audience, and you’ll be able to create copy that really sells.