On the 311th episode of The Copywriter Club Podcast, Peta O’Brien-Day joins the show to discuss… Politics. But not in the way you’d imagine. Peta is a copywriter and messaging strategist who educates her audience on how to tread in delicate territory by leading with empathy in marketing their efforts.

Here’s how the conversation goes:

• Her background in social work and learning how to empathize with teenagers by building relationships. What’s the secret?
• Working in mentally challenging conditions and the toll it can take.
• Becoming a widow and transitioning into many different careers.
• Starting a blog about starting over and getting hired by parent-based companies.
• Beginning on Upwork and optimizing her profile to appear first in the search bar.
• How to communicate empathy with skeptical audiences as a business owner.
• Never say these two things when someone is grieving — take notes.
• How she upleveled her skills before cold pitching and landing a company who needed email copy.
• How she went from $500/mo to consistent $4-$5k months.
• The importance of being strategic about being more visible and how to do it.
• How she found what truly lit her and began attracting more ideal clients.
• Why she has a large ecosystem of where she acquires leads.
• Her framework for writing values and molding them into your message (clear as day!)
• What tools we can use when having difficult conversations.
• Why it’s important to keep our perspectives open.

Tune into the episode by hitting that play button or reading the transcript below.