Use Empathy to Create Breakthrough PPC Ads

Desperately seeking inspiration or to obliterate writer’s block and create relevant and engaging PPC ads? Creative breakthroughs generally come from two places: empathy and context. So let’s talk about empathy and how to generate it for PPC.


 By empathy, I mean something more than “I feel your pain.” That’s sympathy. I mean more than an intellectual appreciation for your prospect’s problems, desires, feelings, and needs.


Empathy, as it informs creative marketing, is nothing short of becoming your prospect at the moment they’re struggling with the problem you can help them overcome. If you’ve ever done acting, or improv, or taken funny mushrooms, you know what I’m talking about.


Howie Jacobson