From The Heart: How Vulnerability In Copywriting Helps You Build Meaningful Connections

Have you ever found yourself so deeply moved by a story that it continues to touch your heart long after you’ve finished reading it? That’s the power of vulnerability.

Imagine this: I was on the brink of becoming a mom, a whirlwind of nerves and excitement swirling within me. I couldn’t wait to meet my little baby girl, but there was this nagging voice in my head, telling me that my extended family had these high hopes and would want to see her right after she was born, even if I wasn’t ready. Ugh, the pressure!

But you know what? It was a sweet friend of mine, who had gone through the whole baby thing a few years earlier, who shared this vulnerable and totally relatable story with me. She spilled the beans about how she completely lost it and yelled at her mother-in-law over something silly in those early postpartum days. Can you believe it? And now they laugh about it.

That’s when it hit me. I had to shake off those nerves, knowing that there would be bumps along the way. So, I geared up to find that delicate balance between my new little family and my extended one. 

And guess what? Yup, you guessed it! I totally lost my cool during one of those family visits. I could blame it on exhaustion, stress, or even hunger, but the truth is, it happened. And here’s the funny part: about 15 minutes later, I knew deep down that we would be laughing about it for the rest of my daughter’s life. It would be a story I would tell to a soon-to-be mom, a friend or in this case the whole wide internet!! 

Life’s most precious stories often come from moments of vulnerability. We need to embrace the messy and imperfect parts because that’s where we find connection and authenticity. 

When we share our personal experiences, struggles, and triumphs, we open ourselves up to the possibility of being seen and understood by others. 

In this blog post, I’ll cover how being honest, authentic, and open can create a deeper connection with readers. Together, we’ll discover how sharing your story from the heart can have an incredible, transformative impact on your copy and your business.

Why vulnerability matters

It can be tempting to put on a polished and perfect face for your business. But the truth is vulnerability can be a powerful tool for connecting with your audience.

“Vulnerability is the birthplace of innovation, creativity, and change. Courage starts with showing up and letting ourselves be seen. Vulnerability sounds like truth and feels like courage. Truth and courage aren’t always comfortable, but they’re never weakness.” — Brene Brown

When you write vulnerably, you allow your audience to see the person behind the brand, and that can foster a deeper level of connection and trust. But just like juggling the needs of myself, my newborn daughter, and my extended family, finding the right balance can be hard.

So how do we talk about ourselves, show up authentically and share our lived experiences within the context of our businesses?


Yeah, sorry it’s an obvious one, but as a copywriter, I kinda have to say that storytelling is the best way to show vulnerability in your business. But it’s not just any story that works. Effective storytelling is when a story from the past is relevant to the present and gives hope for the future.

I don’t think you need to tell a story about what your first day in kindergarten was like… unless that was the day you decided what you were going to do with the rest of your life. Your stories need to be relevant.

To sprinkle in those moments of vulnerability and connection, share the stories from your heart that show you’ve been where your audience is. That you understand their lives. That you see them. Share “Hey, here’s what I learned,” after being where they are not too long ago. It’s not perfect, and the work probably isn’t done yet. There’s still more learning for you to do too.

That’s the key to storytelling and connecting with your audience; it’s the vulnerability of having been on the same journey, having figured out a few steps ahead but not having everything figured out.

6 Practical Ways For Your Brand To Be Vulnerable In Your Content

Writing vulnerably is not easy, and it takes courage and self-awareness. But with practice, you can learn to incorporate vulnerability into your writing and make your content more impactful. Here are some tips for incorporating vulnerability into your content:

1. Be yourself

The first step to being vulnerable online is to be yourself. Don’t try to be someone you’re not or pretend to have experiences you haven’t had. Be honest about who you are and what you’ve been through. This will help you connect with your readers on a deeper level.

2. Tell personal stories

Your brand is made up of people, so don’t be afraid to share personal stories that reveal a bit about who you are as an individual. These stories will help your audience to connect with you on a deeper level.

3. Be transparent about your journey

Sharing your journey (the good, the bad, and the ugly) can be incredibly powerful. When you share your struggles, you show your readers that you’ve been through tough times, just like they have. When you share your triumphs, you show your readers that they can overcome their own challenges.

4. Share your process

Your customers and clients want to know how you do what you do. Share behind-the-scenes content that gives them a peek into your process. This could be anything from a video tour of your office or factory to a blog post about your product development process.

5. Write from the heart

When you write from the heart, you write with passion and authenticity. Don’t be afraid to let your emotions show in your writing. When you share your emotions with your readers, you create a deeper connection. If you need help putting the stories in your heart into words on a page, a copywriter can help.

6. Answer questions from your audience

Live Q&A sessions are a great way to be vulnerable with your audience. Take questions from social media or from those who attend the event in person, and answer them as candidly as possible.

One thing that isn’t vulnerability

In a world where social media reigns supreme, it’s easy to fall into the trap of thinking that vulnerability means airing out your entire life for the world to see. Vulnerability does not mean giving unlimited access to your personal life. 

Don’t get me wrong, sharing personal details and experiences can be a powerful tool for building connections and establishing trust. But it’s crucial to establish boundaries and consider how you want to present yourself to others. Being vulnerable doesn’t mean oversharing but rather having the courage to share genuine emotions and experiences in a thoughtful and intentional manner. Setting boundaries and intentional sharing can help you stay true to yourself while still building meaningful connections with others.

The next time you feel hesitant about what you’re going to share, remember that vulnerability is about being authentic, not about being an open book.

Over to you

Vulnerability is not easy. It requires a certain level of self-awareness and courage. But when done well, it can make your brand more human, more relatable, and ultimately more successful.

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