Have you noticed that the best books and movies are so totally immersive you feel as if you’ve actually entered the world they depict? Which is why I’d argue that the people most skilled in content aren’t necessarily the best writers; rather, they’re the ones who are able to empathize with characters so well that their creations seem real.
When writing for marketing, you need to connect with your audience. But first you have to understand who they are and what they care about. That’s where empathy mapping comes in.
What Is an Empathy Map?
An empathy map is a tool that brings to light to your most likely customers. It teaches you how to connect with the people who will consume your content, products, or services.
Typically divided into quadrants of say, think, do, and feel, the empathy map is intended to get into the head—and heart—of the customer. It helps you to visualize that what someone says doesn’t always align with what they do. That’s why it’s also important to understand what they think and feel.
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