The Emotion That Built Empires—and Still Works in 2025

🧠 What if your marketing is failing not because of your strategy—but because you're ignoring one critical human element? In this episode, Mike Pelletier and Eddie Dzialo break down the emotional foundation that separates forgettable firms from unforgettable ones. With insights dating back to 1923 and failure rates that’ll make your jaw drop, this conversation reveals what most law firm owners still overlook in their messaging—and how to finally fix it.

📌 Key Takeaways:

• 75% of product launches fail when this emotional factor is missing.
• Claude Hopkins called it over 100 years ago—modern marketers still get it wrong.
• Your clients don’t care about your hours—they care about this one thing.

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Chapters

• 0:00 Empathy as Key to Product Success
• 0:46 Scientific Advertising Insights
• 1:14 Making Customers the Hero
• 2:12 Episode Closing and Review Request

Transcript

Speaker 1: 0:00

And if we're talking about a very specific emotion, empathy is right up top. There was a report done by Nielsen it's called the Nielsen Breakthrough Innovation Report. Right on that found that empathy was the number one emotion for product success and they found that three in four launches so 75 of launches of new products failed when they ignored the customer's world. So basically, when they couldn't tap into their customers emotions, when they couldn't, you know, get, basically portray that within their marketing, their new product failed.

Speaker 2: 0:46

So I'm just going to keep referencing books here, because I'm not smart enough to say anything original on my own. But in 1923, this book called Scientific Advertising came out by Claude Hopkins, and Claude Hopkins said exactly that in 1923. I mean, so a lot of the books I read on copywriting are 60, 70 years old, in this case over 100. The mediums have changed, the way we speak to these things have changed, but the root and the understanding of them have varied very little. And what he's basically in scientific advertising he says the client or the customer is inherently selfish. The client or the customer is inherently selfish. They want something that's going to better themselves, that's going to advance them forward. I mean, they don't care about your hours, they don't care about your profit margin, they want a product or service that is going to enhance their lives for the better.

Speaker 2: 1:38

So, yes, if you cannot speak and that is empathy you're taking yourself out of your situation and putting them in theirs and being able to tap into that desire. And that is empathy. You're taking yourself out of your situation and putting them in theirs and being able to tap into that desire, into that sort of element that leads people to say yes, you understand what my problem is. I mean modern day. We talk about story branding, making the client the hero of the story. That's the same thing as what Claude Hopkins was saying in 1923. He was just saying you have to take yourself out of you and put it into the client, into the customer, and give them what they want. They don't care about what you are, they just wanna know that you can solve their problem.

Speaker 1: 2:12

Thanks for listening to today's preview from this week's episode. If you had any thoughts on it, please leave us a review. We would greatly appreciate it. Don't forget if you love your lawyer friends.