There is something flat and unsatisfying about writing in a formulaic way.
Academic writing. Business writing. Marketing writing.
You do the work. You put the words together. You wait for pay day.
As a copywriter, the least satisfying type of writing for me is when I follow some kind of template or framework. That kind of structure may reflect a “winning and proven” approach to writing an ad, landing page or sales page.
But… I don’t get much pleasure from writing like that. I’m following the rules, but I don’t feel that I’m putting any of myself into the work.
More specifically, I don’t feel any human connection with my readers.
Writing with a high level of emotional intelligence can change that. It not only sets your writing apart from anything done by AI alone, but can also be more deeply rewarding for you as a writer and a person.
Let’s look at just 3 of the ways EI writing can enrich your life.
1. Self-empowerment through emotional connection
If I take the trouble to really get to know my audience, and understand their feelings, I can reach a place where I feel genuine empathy for my readers.
When that happens, I’m no longer just a writer communicating with “an audience”. Instead, I’m a real person who is reaching out and connecting with other real people.
When I write this way, two things happen.
First, my readers sense their own feelings are being recognized and validated. They feel good. And that emotional connection will make them more likely to buy.
Second, *I* feel good. By writing from a place of empathy and caring, I feel a connection with my readers which simply doesn’t exist when I take the “formulaic” approach.
Now I feel empowered. I feel I’m in a position to genuinely help my readers. I feel my work matters. A good feeling!
2. Creative fulfilment
The formulaic approach isn’t creative. It’s like the writing equivalent of painting by numbers.
As a result, I don’t feel fulfilled. I’m just copying something. I’m not creating anything new.
That changes as soon as I break the mold and tap into the power of Emotional Intelligence.
By listening to my readers, and empathizing with their own emotions, I can create a narrative that truly speaks to them. Maybe I’ll share a story, or lead with a metaphor.
One way or another, I’ll be creating something new, a new way to engage with my audience more deeply.
And that act of creation is fulfilling.
Ask any kid with paper and a box of crayons… being creative is fun!
3. A deeper sense of purpose
Many years ago I was feeling a little down about my work. I felt like my life simply revolved around “selling stuff” with words.
I shared this feeling with a friend over a beer or two. My friend was also a former client, and he said, “Nick, you’re selling yourself short. The work you did for my company had a huge impact. In fact, we had to hire two new people! Your work made a real difference, at several levels.”
His feedback changed a lot for me. It shifted my mindset. It made me think about the people who would be reading my copy and content. It made me want to engage with my readers at a deeper, more meaningful level.
Put another way, our conversation inspired me to pursue a deeper sense of purpose by being more emotionally intelligent in my writing.
Wrapping it up…
There are two things here…
First, writing with a high level of emotional intelligence is way more rewarding than following rules or templates.
Second, becoming an emotionally intelligent writer lifts you above everyone who relies too much on AI tools like ChatGPT.
I’m a big fan of AI, and I use it a lot. But I always write my own final draft, and seek out ways to weave in ways to engage with my readers at a deeper, emotional level.
This combination of AI plus Emotional Intelligence is what I teach in my course, Futureproof Copywriting.