E11: Why Empathy Beats Algorithms: The Real Secret to Copy That Converts

In this powerful episode of AI for Business, I sit down with Darby Rollins for a behind-the-scenes preview of my presentation for the upcoming Scale With AI Summit. We talk about one of the most underutilized but essential elements in marketing: empathy. I share how this emotional superpower, when combined with modern AI tools like Claude and ChatGPT, can help you connect with your audience, write better copy, and drive real business results.

 

We dive into my journey from the days of direct mail and radio ads to leading AI-powered campaigns today. I also share the turning point that taught me to never skip audience research, and how you can shortcut years of copywriting experience into usable, profitable content with the right process. If you’ve ever struggled with messaging that just doesn’t land—or if you’re looking to turn raw ideas into revenue—this episode is for you.

 

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Timeline Summary

 

[0:00] – Introduction

[1:15] – The shift from traditional marketing to AI-enhanced copy and testing

[2:44] – How AI helps shortcut 20 years of direct response experience

[4:02] – What empathy really means in the context of copywriting

[5:10] – Why “understanding your audience” is more than just a buzzword

[7:02] – A humbling story about learning from Gary Halbert, the hard way

[8:02] – How to speak to problems your customers don’t know how to explain

[9:46] – The one outcome you’ll walk away with from the Scale With AI Summit

[10:34] – Why Claude is my go-to AI writing tool and how I use it for research

[11:15] – Using market data from real comments to write high-impact copy

[12:00] – The synergy between empathy-based copy and market research tools

[12:40] – How AI helps you speak in your customer’s language—and sell more

[13:30] – Final thoughts and how to join us at the live summit

 

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Five Key Takeaways

 

1. Empathy is the missing link – Great copy doesn’t just sound good; it resonates because it feels personal and relevant.

2. Old school meets new tech – My background in direct mail sharpened my instincts—AI now helps speed that process 10x.

3. Research before you write – Knowing your market on an emotional level is what separates mediocre marketing from greatness.

4. Use AI to echo your audience’s voice – Claude and ChatGPT can mirror customer language when you feed them the right data.

5. You don’t need decades of experience—just the right framework – I’ll show you how to use the same process I teach my team to create content that converts.

 

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