Write to the heart.
Use empathy to create copy that connects.
A workshop with Penny Brazier.
Thursday 26 November.
12:00 GMT
Use empathy in your writing – and tell stories your customers will fall in love with.
A business writing workshop with Penny Brazier
Thursday 26 November
12:00 GMT
Ever read something and think "I feel seen"?
In a world of AI identi-content, writing that really connects is a superpower.
But although it reads effortlessly, writing it can feel hard.
We get in our own way.
We forget what we stand for or who we want to reach.
We get so caught up in the churn that we forget there’s a real-alive-human-person on the other end.
One who is curious about what we’ve got to say.
You can make emotional connections with words.
We’ve all read the posts, emails, ads and sales pages that manage it. The ones that look us dead in the eye and speak to us and us alone. Powerful words that make us sit up, listen, feel seen and heard.
What if we could write that way for our own audience?
It might be easier than you think.
Empathy is the answer.
In this 60 minute workshop, we’ll look at how to use empathy and intimacy in your copy and content writing so you can speak directly to your ideal customer.
By considering who they really are and what they want out of life, you can make them feel seen, heard, appreciated and empowered.
Get to know your ideal customer better than ever.
This is not about the brand of tea they drink or the car they drive. We’ll be looking at their hopes, their dreams, their vision and their challenges. The change they want to see in the world. What makes them laugh, what makes them cry.
Most importantly, we’ll be looking at how all those things connect with what you do. Because that’s the sweet spot. It’s where the magic happens.
Then we’ll spend some time using that information to write copy that draws your right people to you.
Words that give them that “ohmygodareyouinmyhead” feeling.
You know the one.
This workshop is for you if...
You’re a freelancer/business owner who wants to make powerful connections with your copy and content. You want to draw more of the right people to you. The ones you love working with – those marvellous unicorns!
Or you might be a copywriter looking for some time to focus on your own marketing – and lean into your real live humanity more than ever before.
Here's what's involved...
In this 60 minute workshop I’ll take you through the process of identifying your ideal customer in a way that focuses on their values and experiences rather than demographic information.
We’ll look at techniques to help you speak more intimately in your copy – to one person rather than many.
Then we’ll put pen to paper with a series of exercises to get the inspiration flowing and get you fired up about sharing your ideas with the world.
This is a fun and informal session, join in and share as much or as little as you like!
You’ll get a replay if you can’t make it on the day.
Praise for 'Writing For Human Connection'...
So much content and value.
Feeling excited about writing again."
"My ideas are flowing onto the page like smarties out of a tube. Thank you Penny!"
