You can wait for Godot, but you can also welcome him. Discover how SEO copywriting with empathy helps you welcome Godot, also known as your potential client.

SEO copywriting with empathy: welcoming Godot

If you invest in copywriting to reach your desired business results, it’s necessary to take into account various factors.

First of all, you should get to know your target audience as much as possible. In other words, it’s crucial for you to understand:

  • What issues your potential clients are facing?
  • Which obstacles do they need to overcome?
  • In which solutions they’re willing to invest money?

It’s necessary to empathise with them.

However, when it comes to copywriting (compelling writing), there’s another significant factor. It refers to optimising your persuasive content to search engines (SEO).

In this post, you’ll find the answer to the following three questions:

  • What happens if you don’t optimise your compelling content to search engines (SEO)?
  • What’s the consequence of the lack of empathy for the potential client in your compelling content?
  • What are the benefits of SEO copywriting with empathy?

We’ll discover these three answers together.

But before doing that, I propose to turn to the famous drama of Samuel Beckett, “Waiting for Godot”.

Would you like to know what are the benefits of SEO copywriting with empathy? Keep reading!

Two situations in which copywriting doesn’t lead to results

In terms of genre, “Waiting for Godot” belongs to the theatre of the absurd. It’s considered anti-drama.

The main characters are two tramps, Vladimir and Estragon. Day after day, they wait for a mysterious person named Godot. Still, they get the same message over and over again. The messenger informs them that Godot won’t arrive.

Meanwhile, Vladimir and Estragon meet the other two characters, Poco and Liki. The four of them discuss topics related to the absurdity of human existence.

Now, let’s imagine that a copywriter with whom you collaborate and you are like Vladimir and Estragon. I’m not saying that you two are tramps, but that you’re crafting compelling content together. The goal of the content is to attract your potential client (Godot).

However, we may go a step further.

I invite you to find out if Godot arrives in the following three cases:

  • You’re willing to invest in copywriting, but not in SEO.
  • The copywriter focuses more on persuading and less on expressing empathy.
  • You two decide to go for SEO copywriting with empathy.

To learn more about what copywriting is and what compelling content is for, please read the post about Rubik’s cube of persuasion.

Copywriting without SEO: waiting for Godot

Copywriting without SEO: waiting for Godot

The decision to invest in copywriting, but not in SEO, inevitably leads to the theatre of absurd.

The absurdity reveals when a compelling content, although convincing, correctly targeted, and in line with its the audience’s needs, still doesn’t attract readers.

Optimising your copy —compelling content— for search engines helps a potential client find it. You achieve this goal by placing correct keywords in the content, selecting the most suitable links, and applying other SEO techniques.

In other words, if you want to attract Godot, you must show him where you are and make it easy for him to find a way to reach you. SEO does the trick here.

Copywriting without SEO: The outcome is that the copywriter and you end waiting for a potential client who isn’t arriving. You can only hope that, although he didn’t come today, there’s another opportunity tomorrow.

Copywriting without empathy: saying goodbye to Godot

Copywriting without empathy: saying goodbye to Godot

The decision to invest in SEO copywriting, without expressing empathy for the potential client, leads to the theatre of silence.

Silence occurs if compelling content, although optimised for search engines, correctly targeted, and written according to some of the copywriting formulas, doesn’t show empathy for the circumstances in which the readers find themselves.

By expressing empathy, you’re showing the potential client that you understand his current situation and the challenges he’s facing.

  • In other words, by applying SEO techniques, you make Godot arrive.
  • However, to convince him to stay with you, it’s necessary to talk to him. He should notice you understand the problem that’s bothering him.

Copywriting without empathy: The outcome is that the copywriter and you have attracted a potential client, but failed to establish proper communication with him. You can only hope that he wouldn’t leave again tomorrow.

SEO copywriting with empathy: welcoming Godot

SEO copywriting and empathy: welcoming Godot

Finally, the decision to invest in SEO copywriting and show some much-needed empathy leads to the interactive theatre.

Interaction occurs when compelling content meets the following two conditions:

  • SEO copywriting – It’s adapted to search engines and helps readers find the content.
  • Empathy – It’s aimed at your target audience and shows compassion for the circumstances in which the readers find themselves.

SEO copywriting is one of the five types of copywriting. If you’re interested in discovering other copywriting types, please read the post about the types of copywriting and the five Andersen tales.

  • In other words, by applying SEO techniques, you make Godot arrive.
  • By expressing empathy, you’re showing him that you understand the issues that are bothering him.
  • In the end, by offering him help in the form of a product or service, you invite him to stay with you.

SEO copywriting with empathy: The copywriter and you have attracted a potential client by applying SEO techniques. By expressing empathy, you have established appropriate communication with him and shown that you understand him. The next step is to offer him some help. The help makes Godot stay with you today, tomorrow, and other days.

From waiting and saying goodbye to welcoming

We’ve just discovered the answers to the three questions listed at the beginning of the post.

  • If the compelling content isn’t adapted to search engines (SEO), the potential client doesn’t arrive. The wait for Godot continues.
  • If you apply SEO techniques, but fail at expressing empathy in the content, the potential client comes. However, there’s no much chance that he’ll stay for a long time. All you can do is say goodbye to him.
  • In case your choice is SEO copywriting with empathy, the potential client arrives. You welcome him; he stays and collaborates with you. Godot stops being a potential client and becomes a client.

Which of these three possible outcomes do you choose? The choice is yours, as is the decision.

A Writing-Friendly Question: Have you ever found yourself in circumstances where you were waiting for a potential client as if he was Godot?

Stasa Durdic

I'm a content writer, copywriter, and UX writer. Serbian by birth, in Barcelona by occasion, writer by decision. I'm in love with the yellow colour, the art of storytelling, and the following phrase from Don Draper (Mad Men): "The client loves to pay the media, and the CREATIVE loves the PENCILS."

From NO to YES, there is only one CLICK. Please share this text.

Categories: Copywriting

0 Comments

Leave a Reply

Your email address will not be published. Required fields are marked *

thirteen − 9 =