There are two words you should never use in your customer communications. Avoid them, and you can increase loyalty and retention. Use them… and you might lose a customer for life.
To practice active empathy start by asking yourself, why does your audience do what they do? Why do they believe what they believe? You’re going to create messaging that’s very different than if you start just by asking, what do I want to say?
People often want to focus on communicating their intent. These messages feel good. They often don’t work. If you want the right words to drive behavior change, leave your motives behind and make the message about the audience.