Copywriting Profits: Love, Empathy and the ‘Nurturer type’ Copywriter

There are nine different types of copywriters based on personality. Each has incredible gifts in different areas and each is more ideally suited to a certain type of copywriting.

The Nurturer is one of those nine types. Be in her presence and she’ll make you feel safe.  She’s nurturing, loving and is most at home when she takes care of others. She loves pleasing people.

What makes Nurturers great copywriters is their level of empathy. They have an amazing gift to be able to understand how others feel.  This gift comes in handy in particular when understanding how buyer’s think.

What’s more, they’re incredibly patient too. They’ll quietly and diligently listen to the woes of the client as they tell them about why sales are flat or why their staff aren’t trustworthy or why life in general is terrible. These great listening skills often enable Nurturer copywriters to uncover some incredible data about the product or company, that can then be used to come up with highly innovative creative concepts.

Clients love the Nurturer as she has a heart of gold. She will always go above and beyond the call of duty to help people – sometimes to  the point of martyrdom. That martyrdom though isn’t unconditional. She expects something in return. Her view is that if she does something for the client and bends over backwards, then the client will like her and reciprocate the favour.  In many cases, that occurs.

When in an unhealthy state though, the Nurturer will take things to the extreme. She will often sacrifice her own needs for the needs of others. She will sometimes do freebies for clients, forgo her own children’s soccer match to please a client and meet a deadline, and take on work at hugely discounted rates.

Nurturers make great agency copywriters and great communications consultants because of their focus on pleasing the client.

As “people-pleasers” they often aren’t great at saying NO so they often end up writing the kind of copy that they think their clients want NOT the type of copy that is focused on producing a result. They hate conflict and they hate being direct and upfront with people if the news is bad.

You can tell a Nurturer copywriter from a mile away. In a conference setting they’re the people who are there with the glasses of water and refreshments and tea and coffee always looking after the needs of the client, even if they hold a management position.

If you resonate with this copywriting personality type you may find that you are best suited to roles where you are part of a team, where you can bond with people around you.

The type of copywriting that suits Nurturers most is writing copy for emotional products and services, products that make a difference in the world, and copywriting projects that involve working closely with a client. They can be very effective at ghost writing books if they enjoy the company of the author.  The Nurturer can be a highly skilled copywriter across a wide variety of media however chances are she doesn’t enjoy direct response copywriting because this style of copywriting is focused on writing copy that sells not on copy that a client necessarily likes.


About Kristina Mills:
Kristina Mills is a highly regarded direct response copywriter, marketing strategist, entrepreneur and success strategist having worked with and produced great results for some of Australia's most inspirational entrepreneurs, speakers, event companies, professional services firms, property companies, and internet entrepreneurs. She is the author of Invisible Genius Vol1 and 2, Freelance Copywriting Fast Track Course, Direct Mail Mastery, Web Copy Mastery, Invisible Genius Vol.1 and 2, Mortgage Broker Letters that Sell, Real Estate Letters that Sell, How to Create a Sales Explosion With Every Ad and Letter Your Write. To find out more about how Kristina can help you live your potential, arrange a free 15 minute phone chat.

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