14: The Science Behind Copywriting that Actually Sells with Mary Rose “Wildfire” Maguire

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My Guest: Mary Rose “Wildfire” Maguire

Mary Rose “Wildfire” Maguire, founder of Maguire Copywriting, is an accomplished direct response copywriter and digital marketing consultant. With over 30 years experience in marketing, copywriting, newsletter creation, design, and communications, she helps CPAs and small businesses market their practice.

Her journey to the place she’s at now took her all 30 years! Tune in to hear her journey from employee, to NSA speaker, and the stroke of luck that landed a job in marketing at a cyber security company, leading to her epiphany that launched her third official business, Maguire Copywriting.

Mary Rose also shares her struggle of landing business in her chosen niche. She knows the CPA’s need her marketing help, but they don’t seem to realize it… what’s a marketer to do?

Pivotal Moments:

Working as an admin for many years to learn how to start and finish things.
Serendipity of meeting the head of a cyber security company at an event who thought her design talents from scrapbooking, could be an asset to them.
Running the marketing department in a small company, getting to learn all market functions from the inside.
Epiphany: copywriting will pull together all her skills and passions in one place.

The Advice:

It’s never too late, just keep pushing on and you’ll get there.

To go off on your own, you really need to be a self-starter.

Wordcamp, a wordpress conference/seminar is great!

Marketing is about communicating – just telling people about good stuff.

Headline is super important. Use a question or leading statement – pretend you’re speaking to real people and trying to get them interested in what you’re saying.

Sales copy follows PAS: Problem, Agitate, Solution.

FUD angle: Fear, Uncertainty and Doubt are a big selling platform.

Choose a brand archetype/brand personality for your business – it will guide all your copy and help you be memorable.

The Struggle:

Mary Rose chose the niche of copywriting for CPAs because she likes them as people, she likes how they run their businesses, and she likes the fact that they think in black and white and are detail oriented. She relates to them and feels she can help them stay relevant as their industry goes into overhaul in today’s global marketplace. However, thus far they don’t seem to agree much, and Mary Rose has had trouble closing business.

The Breakthrough:

Mary Rose wasn’t thinking about the personality profile of her audience. There never was a more risk averse business owner than a CPA. After all, the only sure things in life are death and taxes, so going to CPAs who have entered the most secure field and telling them they are in serious danger of their business not surviving causes them to block her out. Trying a less fear-mongering approach, and just going to help them “update” will help her get in the door and have her message heard more readily.


“People won’t care how about what you know until they know you care.” -John Maxwell

Resources and Links:

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About the author, Estie Rand

I love turning ideas into money, and helping others do the same. I help small business owners with everything from marketing to fiscal management, business plans to staffing, database architecture to work/life balance coaching and I love it all! What do you need help with today?

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