You know that feeling when you’re scrolling through a website or reading an email, and the company sounds like they’re speaking at you instead of to you? It’s like they’ve completely forgotten you’re a human being, and not just a walking wallet. Not exactly a winning strategy, right?
Now, what if I told you the secret to turning all your communication—website copy, social media posts, emails, even how you chat with customers—into something that actually connects with people is simple: empathy and humour. Yep, those two little things can turn “meh” into magic.
Let’s dive into how these game-changers work across all your customer touchpoints, and how you can use them to make your business not just memorable, but downright likeable.
Step One: Show You Get It (Without Being a Know-It-All)
Your customer is probably a little stressed. Whether they’re trying to manage a business, juggle family life, or just figure out why their Wi-Fi keeps cutting out during Teams meetings (seriously, what’s up with that?), they don’t need another generic, sales-y message. They need to feel understood.
Empathy is your superpower here. It’s about showing your customers that you know what they’re dealing with and you’re here to help, not just sell. But please, no need to sound like their therapist. Keep it real, like: “We know finding the right software can feel like trying to fold a fitted sheet—nearly impossible. But we’ve got you covered.”
By acknowledging their struggles in a relatable way, you’re showing them, Hey, we’ve been there too. Let’s make this easier. You’re not just selling a product anymore; you’re offering a solution to a problem that’s been driving them nuts.
Step Two: Empathy Builds Trust (And Makes You Less Sales-y)
Let’s be honest: people trust brands that listen. And when they feel like you’re actually listening to them, you’ve already won half the battle. Empathy creates that magical moment where your customer realises, “Oh, these guys aren’t just trying to make a quick buck—they actually care.”
For example, if you’re selling a to-do list app, don’t just say “it helps you organise tasks.” Yawn. Instead, something like, “We know your to-do list is longer than your supermarket receipt, but we’ve got a tool to make it way less stressful,” hits the right note. It’s funny (ish), relatable, and lets them know you’ve thought about their needs.
Step Three: Humour Makes You Memorable (In a Good Way)
Humour is like the cherry on top of your empathy sundae. It’s what makes your communication not only engaging but also memorable. Plus, it makes you more human. And let’s face it, no one ever complained about doing business with a company that made them laugh.
Picture this: a customer lands on your website and instead of being greeted with, “We offer top-notch solutions for all your business needs,” (snore), they see, “We offer solutions so good, even your printer will stop giving you attitude.” Now you’ve not only made them smile, but you’ve also made them feel something. And guess what? People remember brands that make them feel good.
But humour isn’t about trying to be a stand-up comedian. You don’t want to overdo it. The goal is to sprinkle in humour in a way that feels natural. Think of it like seasoning: just enough to enhance the flavour, but not so much that it overwhelms the dish.
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Step Four: Use Empathy and Humour Everywhere
Now that we know empathy and humour are a dynamic duo, let’s look at how you can sprinkle them across all your customer interactions.
- Website Copy: Your website is your digital handshake, so make it count. Instead of bombarding people with jargon or making them feel like they’re about to read a legal document, talk to them like they’re your buddy. “We know you didn’t come here to read a novel—here’s the short version: We’ve got the tools to make your life easier. Ready to dive in?”
- Social Media: Social media is your playground. This is where you can really let your personality shine. Keep it light, keep it fun, and show your customers that you’re not just a faceless company. “Raise your hand if you’ve ever signed up for a webinar just for the free swag. Yeah, us too.”
- Emails: No one gets excited about opening emails that feel like a to-do list. Add some personality. “Hey, we know your inbox is full of spammy offers and that one newsletter you accidentally signed up for five years ago, so we’ll keep this quick.”
Why It Works (Besides Making You More Fun)
Empathy and humour aren’t just about making people smile (though that’s a nice bonus). They work because people want to do business with real humans—not corporate bots. When you can show customers that you understand their problems and make them laugh while offering a solution, they’re way more likely to stick around.
Think of it like this: empathy builds trust, and humour makes you memorable. Together, they create a brand experience that people actually want to engage with—not one they’ll scroll past or delete from their inbox without a second thought.
