Lesson 4 – Meet Amy (Being an Empathy-Lead Company)

It was 2 hours 31 minutes later when Amy received a “ding” in her inbox:

Hey Amy, Jen here ๐Ÿ™‚

I'm so sorry to hear about all the pain you're in. I know it sucks, and I know finding a solution is frustrating.

I too suffered from chronic joint pain for many years, until I stumbled onto a solution that just seemed too simple to be true; but it worked.

I've since helped hundreds of sufferers reverse all their joint pain from chronic inflammation in their body.

I have a full training course that I've developed to rapidly reduce inflammation, and as a result, the pain too.

You can read more about it here:

If you do choose to order, here's a 20% discount coupon. Enter 20DOLLARSOFF in the coupon field.

If money is tight or if you're not 100% sure about this, I would recommend you go to Amazon and get any plant-based diet book and start there.

You'll feel the effects within just two weeks of eating a purely plant-based diet.

I love The Plantpower Way by Rich Roll, and it only costs about $20. His recipes are amazeballs.

Hope that helps.

Wishing you the very best. Email me anytime if you have questions.

Jen ๐Ÿ™‚


A real heartfelt response!

Amy was speechless.

She read the email three times.

Her eyes were leaking tears again. She used her sleeve this time, making a mental note to pick up another box of tissues from the store.

She was so excited!

She ordered Jen's course.

She also headed over to Amazon and picked up a copy of ‘The Plantpower Way' – the recipes looked amazing.

A few hours later her email pinged.

The Inflammation Conspiracy (Part 2)


Amy read it.

It validated her decision to order Jen's course.

She couldn't wait to start.

Before I move on, lemme close out the story of Amy.

In Lesson 2 I mentioned that my Amy was based on a real person, Amy Resnic (51), who was featured in a Netflix documentary named, What the Health.

Amy was given two months to live by her doctor.

Kip Andersen, the documentary filmmaker behind ‘What the Health' got Amy onto a plant-based diet…

And after just two weeks she was off all her meds and off the reliance of the CPAP machine which was helping her breath.

It was a happy ending for Amy.

Her experience was a mixture of “coercion” (decisions driven by revenue first) and empathy (Kip Andersen).

Okay, let's move on…

Whether you accept my premise or not, coercion is essentially the net-result of how most marketers run their businesses.

There's very little, if any, empathy. Any empathy is typically incidental.

Lesson 2 painted that picture from the viewpoint of a desperate person seeking a solution to a desperate problem.

Amy with joint pain can be swapped out for ANYONE.

John, the 21 year old skinny kid, looking to gain weight and muscle after spending most of his schooling having being bullied.

Or Mary the 68 year old baby boomer who has been diagnosed with Type 2 diabetes, and is scared to death of not seeing her grandkids grow up.

Or Michael, who at 57 has been “downsized” from his corporate job, and now can't find employment. He has a family to support. His back is against the wall. His manhood as the provider is under question and he's feeling stressed and desperate.

When we don't slow down enough to appreciate that the “pageviews” on the Google Analytics traffic report represent real people with needs and desires.

then we stop operating from a place of empathy.

We become like everyone else who is driven by revenue first and foremost, with the customer's needs coming a distant second.

Like I said at the start of this little mini-series, it's binary…

All marketers fall into one of two categories based on their behavior:

  1. Coercion-Driven Marketing
  2. Empathy-Driven Marketing

Point #1 isn't always on purpose.

In many cases it's a result of bad advice and watching everyone else operating in the same shady way.

When we're exposed to enough of this crap, our unconscious-mind accepts these as truths, which reinforces our beliefs, and then drives our behavior.

But even though your behavior may have been unintentional, it still doesn't make it right and ok.

From the perspective of our audience, the signals we're putting out are crystal fucking clear:

“This asshole only wants my money. That's all they care about.”

The good news is that this new perspective you've now gained can't easily be unlearned ๐Ÿ™‚

It's like an optical illusion…

You see one thing until you gain a new perspective and see another.

Once you see the new, it's difficult to go back to what you originally saw.

Sphere of Influence represents a (very) different way of doing business.

Business that's lead by empathy

Where we CHOOSE to serve the people that land on our web-pages BEFORE money has ever changed hands.

When we focus relentlessly on serving all the people who enter our “sphere of influence,” we win because THEY WIN FIRST.

And the RESULT of doing this is that we get to earn an (amazing) independent living.

It's a better way.

Because it's the only way to build a happy customer factory where our best customers think of themselves as our True Fans.

The best thing about True Fans is that they talk.

They tell their friends and their social network about how we helped solve a desperate problem in their life.

Seth Godin talks about “sneezers” in The Idea Virus (free copy of the book here). And True Fans “sneeze” a lot.

Kevin Kelly refers to this dynamic as 1000 True Fans.

Sphere of Influence (SOI) is a blueprint on how to operate by leading with empathy.

I'll leave this lesson here for now.

Think about what I've said to you.

Let it sink in.

Internalize it.


—Andre “empathy requires a change in behavior” Chaperon
Andre Chaperon