[NOTE: This post was written in part by GPT 4o, working from the slides and transcripts of a presentation I gave on Empathy Mapping.]
While AI tools like ChatGPT have revolutionized content creation, the human touch remains irreplaceable.
At the heart of this human element lies Empathy Mapping—a structured approach that helps writers better understand their audience. Rooted in emotional intelligence (EI), empathy mapping is a pathway to creating authentic, impactful copy.
As I often say… If you don’t know who you’re talking to, how can you know what to say?
What is Empathy Mapping?
Empathy mapping is a framework designed to delve into the emotions, thoughts, and behaviors of your audience. It encourages copywriters to consider not just what people say but what they think, feel, and do.
This multidimensional approach helps go beyond surface-level data, fostering connections that build trust and loyalty.
That’s what makes it so powerful.
At its core, an empathy map includes four quadrants:
- Says: Direct quotes or statements from the user.
- Thinks: The user’s internal thoughts, often unspoken.
- Does: Observable actions or behaviors.
- Feels: Emotional responses, both positive and negative.
Why Empathy Mapping Matters in Copywriting
While AI excels at analyzing data and generating content, it cannot genuinely empathize. It may simulate sentiment, but true emotional connection—the kind that wins hearts and minds—is uniquely human. Empathy mapping bridges this gap, enabling copywriters to create content that feels personalized, relevant, and emotionally intelligent.
For example, imagine crafting a campaign for a SaaS product. An empathy map might reveal that a prospective buyer says they need seamless integration, thinks about team adoption challenges, does peer research in forums, and feels cautious yet optimistic. Armed with these insights, a copywriter can tailor their messaging to address specific concerns and aspirations.
How to Create an Empathy Map
Creating an empathy map involves collecting data through interviews, observations, and secondary research. Here’s a step-by-step guide:
Define Your Audience: Start with a clear persona based on your most valuable prospects.
Gather Data: Conduct interviews, study customer reviews, analyze customer service transcripts, and observe user behaviors.
Fill the Quadrants:
- Says: Include direct quotes from surveys or interviews.
- Thinks: Infer underlying thoughts from feedback and behavior.
- Does: Document actions like browsing habits or buying patterns.
- Feels: Capture emotions such as excitement, anxiety, or frustration.
Apply Insights: Use the empathy map to inform your copy. Write with the mindset of sitting across from your reader, engaging in a genuine, respectful conversation.
Applying Empathy Mapping with AI
In the context of Futureproof Copywriting, empathy mapping pairs seamlessly with AI. While AI can handle tasks like data analysis and drafting, empathy maps provide the emotional intelligence layer that AI lacks..
Conclusion
In the age of AI, empathy mapping is a vital tool for futureproofing your copywriting. It’s about seeing the world through your audience’s eyes, walking in their shoes, and writing with emotional resonance.
When combined with the efficiency of AI and the authenticity of conversational copy, empathy mapping transforms ordinary copy into extraordinary storytelling.
It also transforms YOU into a copywriter who can’t be replaced by AI writing models or tools. You become futureproof.
This is a great mapping process. I am a very empathic person, and I try to see these things in my everyday customer service work in a hardware/lumberyard/ building supply store. When I stop and listen to the customer’s challenge and stand in front of that customer, I can generally figure out what will work for them to make a sale.