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4min chapter
MINI-Series: Copywriting with Margo Aaron
Unthinkable with Jay Acunzo
Ampathy and Tension in Copywriting
If we want to resonate deeply, if we want to spark action from our work, resonance requires that ampathy and that tension. In a recent essay, margot wrote about the problems with watching the news,. And in the pece she makes a very smart case for why being an informed citizen is important. But remember, margot talked about ampathy and tension. So this comes thrugh in a very specific way, not just in copywriting, but in any project. These pockets are opportunities for ampathy, to remind the reader, the consumer, the person receiving our language, that we see them, hear them, we relate to them.
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