Callum Davies, founder of Illuminate Digitl, has built his reputation on showing professionals that copywriting is more than selling—it is transformation. Through his Knee Jerk Method™, he reframes persuasion as a reflex: copy so compelling it feels difficult to ignore, stop reading, refuse, or forget. Yet within that framework lies one of his boldest insights: empathy may outperform expertise.
In an industry obsessed with authority, credentials, and technical skill, Davies argues that the true differentiator can be the ability to step into the reader’s world. Expertise might inform, but empathy often compels.
The Trap of Expertise
Writers frequently fall into the trap of leading with their own knowledge. They highlight credentials, pack messages with technical terms, and pile on features. While this can impress, it does not always connect.
Readers are not looking to be dazzled by information. They are looking to feel seen. They want to believe the writer understands their frustrations, aspirations, and unspoken doubts. Without that recognition, expertise may feel distant—useful but cold.
Davies distills the principle clearly: “People often don’t buy from the person who knows the most. They buy from the person who knows them the best.”
Why Empathy Outperforms
Empathy shifts the focus from the writer to the reader. It transforms copy from performance into a mirror. When readers encounter words that reflect their own inner voice, they stop resisting. They lean in. They begin to trust.
This trust is not cosmetic—it is the foundation of persuasion. Features and benefits might spark logic, but empathy opens the door to emotion. And as Davies reminds professionals, it is emotion that drives decisions.
Empathy does not mean pity or pandering. It means precision: articulating the reader’s reality so vividly that they think, “This person seems to get me better than I get myself.”
Empathy in the Knee Jerk Method™
The four stages of Davies’ framework all hinge on empathy:
- Impossible to Ignore – Headlines resonate more effectively when they echo what the reader already cares about.
- Impossible to Stop Reading – Stories sustain attention when they reflect the reader’s own journey.
- Impossible to Not Buy – Offers can compel when they align with the reader’s sense of identity.
- Impossible to Live the Same – Closings transform when they force readers to confront their future in personal terms.
Strip away empathy, and each stage can weaken. Infuse it, and each becomes far more magnetic.
Mistakes Writers Make
When aiming for empathy, Davies warns against common pitfalls:
- Assumptions Instead of Insights – Guessing what the audience feels rather than listening.
- Generic Struggles – Using clichés like “feeling stuck” that could apply to anyone, which might dilute resonance.
- Overidentification – Making the message too much about the writer’s own story, overshadowing the reader’s.
True empathy requires humility. It is not projection; it is understanding.
A Practical Framework for Empathy
Davies recommends a simple three-step process for cultivating empathy in copy:
- Listen First – Gather the exact words audiences use in testimonials, reviews, and conversations.
- Reflect Back – Mirror those words in copy, showing readers they have been heard.
- Elevate With Vision – Move from their current pain to their desired future, framed as an achievable identity.
This process ensures empathy is not abstract—it is applied with discipline.
Why Empathy Builds Trust
In an era of digital skepticism, trust is scarce. Audiences are bombarded with messages, many of them manipulative. Expertise alone cannot overcome this skepticism. Empathy may.
When readers feel understood, they extend grace. They give the message more time, more patience, and more openness. Trust is no longer a hurdle; it becomes the natural byproduct of connection.
Davies calls this the “mirror effect”: when readers see themselves reflected, they stop scanning and start believing.
The Professional Parallel
The lesson can apply far beyond marketing. Leaders who demonstrate empathy often earn loyalty deeper than authority can command. Teachers who connect with students’ experiences unlock curiosity that expertise alone cannot spark. Entrepreneurs who articulate investors’ fears build stronger partnerships than those who rely only on data.
In every domain, influence can grow when empathy leads.
Personal Growth Through Empathy
For Davies, empathy is not just a tool for persuasion—it is a discipline that shapes the writer. To practice empathy, one must set aside ego, listen deeply, and cultivate emotional intelligence.
This makes empathy not only a professional advantage but a personal transformation. It sharpens communication skills, deepens relationships, and expands perspective. Copywriting becomes not just a career but a mirror of character.
Why Expertise Still Matters
Davies is clear: expertise is not irrelevant. Knowledge adds depth and credibility. But expertise without empathy risks becoming sterile. The two must work in tandem.
Empathy opens the door. Expertise ensures the reader feels confident once inside. Together, they create persuasion that is both compelling and trustworthy.
Closing Thought
The Reader’s Mirror reframes copywriting’s ultimate purpose. It is not about showcasing brilliance—it is about reflecting the reader so vividly that they cannot turn away.
For Callum Davies, this is why empathy may outperform expertise. Because when people feel understood, they stop analyzing and start believing.
And belief, once sparked, is the true currency of transformation.
Disclaimer: The information provided is for informational purposes only and should not be construed as professional advice. Results and outcomes may vary depending on individual circumstances, and readers are encouraged to use their discretion when applying the concepts discussed.
