Warm, Not Soft

There’s a difference between being warm and being weak. Good copy knows it.

Empathy isn’t about sugarcoating or adding smiley faces, it’s about showing you get it. The worry before a loan application, the shame of a missed payment, the pride of a first savings account.

People want to feel seen. They want to feel safe. That’s where authority comes in.

Not the chest-puffing kind, the steady, we’ve-got-you kind.

So when you write, aim for both:

• Speak to the human first. Use words they’d say. (“We know things can get tight at the end of the month.”)
• Then offer real help without flinching. (“That’s why our overdraft grace gives you until the next day to make it right.”)

Empathy without clarity feels hollow. Authority without heart feels cold.

Together? They build trust.

And trust is the only thing worth writing for in this business.