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Empathy Map Worksheet

The empathy map starts by filling in this key question:

Our customers (users/clients)

need a better way to ____________
because ______________.

The “because” in that statement is crucial! Create your version in the spaces
below:

Our customers need a better way to:

the clients need to build a strategy for their company
they need different content options that connect with their audience
You need a correct writing that structures and professionalizes your company's site
our clients need copy writing techniques

because:

because it expands its radius of reach, because it retains the audience and possible prospects, because through the
content and writing the history, philosophy and identity of the company can be told, because it demonstrates a domain
and knowledge of its field, having several articles on the main theme of the company creates a first recognition of the
possible client/consumer/prospect with the company, the writing of articles is the catalog and showcase of a business
that offers services

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Getting started
Before you begin gathering research, create a blank empathy map where you
can start to collect notes. Make sure you include any wording the prospect
uses to describe their problem or the solution they’re looking for.

You can create your empathy map:

• On paper

• With collaborative tools like Google Docs

• With a flexible note-taking tool like Evernote

• Using mind-mapping software

The important thing is to capture your impressions in four quadrants:

Thinking
*They are thinking of growing their business and
taking it to the web to have more access to different
prospects
*think it is necessary to connect with more people
*They think differentiating their services will help them
attract more prospects* They want to make a content
blog but don't know how
Seeing
They are seeing the competition or other companies grow,
they are seeing new ways of presenting services through
social networks, they are seeing other companies use social
networks as showcasesare seeing multiple advertisements
for companies and products with a branding and visual
identityThey are getting to know the work of others, which
seems to be innovative, they see that others are updated
and generate inspiring projects

Doing
They are looking for new ways to innovate their business and attract
more customers by the multiple forms of advertising are being
reportedThey are looking for customers and implementing new ways of
reachingthey are retaining their customersThey are taking care of
administrative issues and different proceduresThey are looking for
ways to optimize the organization to increase effectiveness and
productivityThey are looking for new networks and companies to
network withThey are looking to develop projects and networkingThey
are looking to have a presence in different countries
Feeling
They are making visible a huge area of opportunity in the digital presence of
your companyThey are feeling interest and curiosity about digital
marketingThey feel at a disadvantage from other companies for not knowing
how to carry out their content strategy on their pageThey only have the
basics on their page like vision, mission and valuesThey feel they have the
potential to position themselvesthey feel that they can communicate the
services of their company but do not have timeThey have a lot of information
but don't know what format would be useful to themlack of knowledge of the
format of your companyThey need someone trustworthy and professional to
give them documents of their company

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Any tool you use will need lots of room for notes and additions. (If you’re
creating the map on paper, sticky notes come in handy!) You’ll probably want
to expand well beyond the spaces created for you in this workbook — this
PDF is just to get you started.

Capture the world view

A valid Empathy Map begins with developing a keen sense of your prospect’s
(and customer’s) world view.

You can begin to collect data on this world view with surveys, one-on-one
interviews, diving into support emails or emails from prospects who have
questions.

Take some notes here about how you plan to collect the information you’ll
need for your empathy map:

Buscar en los perfiles de otras personas que se dediquen al copywriting

buscar problemas comunes que se presentan en usuarios de empresas que quieran
digitalizar su negocio
buscar cuál es la prinicipal función del copywriting
buscar porque las personas acuden a un redactor de contenido especializado en
copywritin
buscar la forma en la que se diferencia la redacción de articulos a la simple creación
de contenido
las dudas y tendencias que se general al contratar un copywriter
buscar las dudas principales que se tienen al lanzar un producto digital

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Sharpen your focus on the avatar

This exercise will be most useful once you’ve conducted your surveys or
interviews.

Start by sketching out the basic demographics — age, gender, income, etc.

But be sure to also branch off into personality traits, quirks, habits, customs,
beliefs, routines, etc.

You must develop a specific, distinctive image Develop a specific,

of an individual person that you speak to in distinctive image of
your marketing. (You might well be creating
an individual person
more than one.)
that you speak to in
Not every buying customer will precisely your marketing.
resemble your avatar. Your avatar may be
a woman, but your customer base will also
include men. However, you need to be able to visualize a specific individual
person in order to develop empathy for that person.

You’ll want to take lots of notes throughout the process, but once you’ve
completed your research on world view, it’s time to flesh out a complete
Empathy Map, using the four quadrants. You can use the worksheet that
follows to get started, but you’ll probably find that you want to expand into a
tool that offers more room for notes and details.

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Thinking
*They are thinking of growing their business and taking it to the web to have more
access to different prospects
*think it is necessary to connect with more people
*They think differentiating their services will help them attract more prospects* They
want to make a content blog but don't know how

Seeing
They are seeing the competition or other companies grow, they are seeing new ways of
presenting services through social networks, they are seeing other companies use social
networks as showcasesare seeing multiple advertisements for companies and products
with a branding and visual identityThey are getting to know the work of others, which
seems to be innovative, they see that others are updated and generate inspiring projects

Doing
They are looking for new ways to innovate their business and attract more customers by the multiple
forms of advertising are being reportedThey are looking for customers and implementing new ways
of reachingthey are retaining their customersThey are taking care of administrative issues and
different proceduresThey are looking for ways to optimize the organization to increase effectiveness
and productivityThey are looking for new networks and companies to network withThey are looking
to develop projects and networkingThey are looking to have a presence in different countries

Feeling
They are making visible a huge area of opportunity in the digital presence of your companyThey are feeling interest
and curiosity about digital marketingThey feel at a disadvantage from other companies for not knowing how to carry
out their content strategy on their pageThey only have the basics on their page like vision, mission and valuesThey
feel they have the potential to position themselvesthey feel that they can communicate the services of their
company but do not have timeThey have a lot of information but don't know what format would be useful to
themlack of knowledge of the format of your companyThey need someone trustworthy and professional to give
them documents of their company

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Experience Map
Once you have a well-rounded Empathy Map, it’s time to craft the Experience
Map. This describes, step by step, the journey that a prospect takes from
stranger all the way through to loyal repeat and referring customer.

This tends to work best as a team exercise. Gather a representative from every
group that has any contact with your prospective customer. (Sales, Support,
Front Line Product Delivery, etc.)

You’ll also want to bring in all the data you can find, and your Empathy Map
notes.

Begin by collecting every observation the An Experience Map

different teams may have about this avatar.
shows the journey that
Find out what the avatar is doing today,
a prospect takes from
and what could be improved about her
journey as she goes from being a stranger stranger all the way
(unaware of your product or service) through to loyal repeat
through becoming and remaining a happy and referring customer.
client or customer.

A step-by-step outline follows — but don’t hesitate to add steps if that makes
sense for your business.

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How does the prospect find you? What’s the first point of contact? Does she
initiate it, or do you?
El/ella me contactó por que le interesó el nicho en que yo estaba escribiendo en el momento
También les contacté por medio de upwork, necesitan a alguien que sepa también de
escritura SEO
She contacted me because she was interested in the niche I was writing in at the time.I also
contacted them through upwork, they need someone who also knows SEO writing

What does the sales process look like today? Anything you know should
be fixed?

Quotations have been requested for different content writing and content
optimization services in SEOIt is necessary to follow up on the closure of the project,
it is necessary to make progress and send it for reviewwant to know about the
review and editing process

What kinds of web-findable content (blog, YouTube channel, podcast, etc.)

are available to the prospect so she can begin to educate herself about your
product or service? What questions are answered? How will that content be
crafted to be both interesting and useful/relevant to the prospect’s problems?

I have a site where I show my work as an informative article writer on

eco-technologies and sustainability, where I address different topics of a specific
niche but I can also write for other niches, that's why I have persuasive writing
information

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What motivates the prospect to raise her hand for permission-based

content, like an opt-in email list? What makes taking that action irresistible
for her?

She is looking for someone who can capture the services offered by her organic
products company

What does the prospect need to know in order to make an informed

decision to buy?

she needs to know the specific services, article review, editing and approval
process, article word length and sales techniques, content types, content
development, content results, writing pillars that are prioritized, such as: authenticity,
referentiality and networking

What does she need to believe and experience in order to be delighted to

become a client or customer?

the client's profile improved, there is a greater number of traffic, she liked the way of
communicating, the leads increased

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What does the actual purchasing experience look like? What are the steps?
How could that process be made simpler and more enjoyable?

He was able to see the range of content and services, the professionalism with which the
content is handled, the entries, the way of communicating, he liked one of the approaches and
themes of the blog, he found the specialized services offered essential for his company ,
contacted me through two social networks, mail and linkedn, found out about the plans and
services and asked for the medium package.Perhaps you would like to see more graphics and
material on how to write blog posts.

What happens immediately after the purchase is made?

Follow-up emails are sent to the purchase that was made and an email thanking her
for purchasing services and products, as well as informing her of more services and
the value of these

How is the product or service delivered today? How could you make that
experience more satisfying for this avatar?

Adapt the writing services of tickets and emails to different community manager
content, offer to expand your networking through emails and invitations to events to
different companies in the field.

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What is the plan for staying in touch with this new customer? For ensuring
that she’s having an excellent experience with your product or service?

that different users of the company send emails with satisfaction surveys, that they
send emails about discounts that you can access at our agency, send emails about
the different services we offer.

How does a delighted customer find out how to refer you to others? What
are the steps of that experience?

Through care and servicethe client will recommend us for the availability and the
way in which we were able to resolve conflicts

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High Five Content

Now you’re ready to deliver the right kind of content, to the right person, at
the right time, to keep them moving along their portion of the journey. We call
this “high five” content, it and comes in three distinct flavors.

EDUCATE: What do they need to learn in order to keep going? What do

you need to teach them to begin or continue to do business with you/
your client?

MOTIVATE: Sometimes the issue isn’t whether they’ll buy from you
or continue to buy from you, it’s whether they’ll buy at all. What
encouragement do they need?

CHALLENGE: In certain situations, your prospects and customers/

clients need to be challenged to “up their game” in order to buy from
you or entertain an upsell offer. What kind of content will inspire them
to achieve more, even more than they think they can?

You’ll be creating lots of “High Five” content throughout your content

program, but if you have any preliminary thoughts on pieces you know
you’ll want to create, you can note them here:

educate them on the types of content that can be created and offeredshow them the results of
having a blog and selling through writing, teach them all the benefits of writing posts for
company communication, talk about the techniques and what happens when prospects or
potential customers read about writing persuasive, how a high-impact connection is generated
in the audience when it is written, challenging them through a dynamic in a social network to
tell a story of the best product without knowing which product, in which it would be exposed
what would happen if we did not know how to write about it in order to demonstrate the
importance of copywriting

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