Copywriters Podcast

We don’t usually give out formulas on this show, but today I’m going to start with one: Empathy = $80 million. I got that -- actually, I created it -- from looking at the work of our guest today, Emily McGuire. She’s a big-time specialist in email marketing. And her email campaigns have earned clients over $80 million in revenue. The reason I put empathy in the formula is that Emily says her guiding principle is “Leading with empathy… figuring out where your prospects and repeat customers are in their buying cycle, or customer journey… and re-engaging them when they start to cool off.” In her business, Flourish and Grit, Emily has worked with consumer brands, health and wellness businesses, and Software-as-a-Service companies in the tech space. Her most famous client is probably Adam & Eve, the adult toy store. She used the empathy approach to increase their profits by 36%. Here’s what I asked her: 1. Emily, I’m just betting you polarize audiences when you tell them that if they want to sell more with the