Empathy: Your Most Empathetic Therapist Should Be Creating Your Online Content

How an empathetic writer will reach your ideal customer

One of the biggest mistakes we see in marketing content is that it doesn't resonate with your ideal customer. Too often your marketing agency or team will create content that generates likes, but most of these likes are from people who are not your ideal customer—and therefore unlikely to buy your services.

In a world driven by analytics and metrics, this is a common trap: vanity marketing. If we zoom out, and agree that marketing should increase sales, then we need to market to people who actually need our services—your ideal customer.

“There is only one winning strategy. It is to carefully define the target market and direct a superior offering to that target market.” — Philip Kotler

Before we go further, let’s talk about empathy. What does empathy actually mean? According to the Cambridge Dictionary, empathy is “the ability to share someone else's feelings or experiences by imagining what it would be like to be in that person's situation.”

Think of the Parable of the Good Samaritan—someone who stopped, noticed, and helped another human being in need, despite cultural boundaries. That’s empathy in action.

So, why is your most empathetic therapist your best marketer? Because they know your ideal customer. They understand not just the physical pain of injury, but how that pain disrupts someone’s ability to do the things they love—whether it's lifting their child, going to work, or simply getting dressed without discomfort.

Marketing strategist Alex Hormozi reminds us to “sell the vacation, not the airplane.” Don’t just talk about rotator cuff rehab—speak to the moment a working mom can finally lift her child after work again.

Identifying Empathy

Empathetic people listen actively, avoid judgment, and read emotions well. Maya Angelou said, “I think we all have empathy. We may not have enough courage to display it.”

How to Write Empathetic Content

• Start with your audience’s daily struggles and goals.
• Use stories and language that resonate emotionally.
• Show that you understand their real-life situation.

Empathy bridges the gap between marketing and connection. If your goal is to grow your clinic or rehab service, start by asking: Who needs us most? Then write like you’ve walked a mile in their shoes.

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