For some time now I’ve been working with a client that develops software and mobile apps for Fortune 500 companies. One of the things I’ve been impressed with is their unwavering commitment to excellence in design, both aesthetic and functional. Recently I was collaborating on a whitepaper with some of the company’s principals when I was struck by something one of them wrote, “Empathy is at the core of quality design.” This instantly resonated with me because I feel much the same way about good copywriting.
Knowing your audience requires more than knowing who they are, how old they are, and all the other demographics marketers obsess over. While I would never dispute the value of using these data points to develop a marketing strategy, I think they can lull decision-makers into believing that crafting the right message is as simple as solving a math problem.
In the case of my client, they have access to mountains of data on all of their customers, yet they invest heavily in interpersonal communication because they know numbers are not enough. They imbed the customer in the development team so end users can test the software as it is being developed. Over the course of this process the development team not only learns if the code they wrote works but how it works for the customer. As the process goes on, the developer is able to better empathize with their client and properly anticipate their needs.
In similar fashion, I try to talk with or listen to individuals from my target audience whenever possible. Almost every time I do, I discover nuances of language or experience that no creative brief or analytics report could possibly reveal. More importantly, I am better able to put myself in their shoes and craft a message that matters.