Today’s guest post is from Michele PW (Pariza Wacek). She is the best-selling author of Love-Based Copywriting books that teach how to write copy that attracts, inspires and invites. Michele is also the owner of Creative Concepts and Copywriting LLC, the premiere direct response copywriting and marketing agency, through which she guides entrepreneurs in attracting more clients and boosting their business. Grab your FREE Love-Based Biz Kit here.
So. You’ve written a book.
Congratulations! Publishing a book—from conceptualization to outline to first draft to final copy—is a huge accomplishment.
Now, it’s time to get your book into the hands of the people you’ve written it for.
Are you ready to start marketing?
If that thought just made you shudder, don’t worry. You’re not alone.
If you’ve ever felt like marketing is icky, slime-y or filled with hype (like it makes you want to run for the shower), I want to introduce you to Love-Based Marketing and Copywriting… a marketing philosophy that replaces the fear that drives traditional marketing copy with love.
As the founder and owner of The Love-Based Copywriting Company, I have worked with innumerable clients who struggle to market themselves, because the whole process feels inauthentic to them.
But what if you could create marketing campaigns—and write copy to promote your book—that feels good to you and your readers… and that helps you grow your business?
You can, using the Love-Based method.
Before I share three tips for getting started, I want to give you a quick explanation of what the love-based philosophy is all about.
There are two “master” emotions: love and fear. All other emotions can be categorized under them.
- Love-based emotions include love, hope and joy.
- Fear-based emotions include fear, anger, grief, shame and guilt.
Much of what we consider “traditional marketing” uses fear tactics to get people to buy. These tactics include guilt, shame or fear in various forms—like that of missing out on something important (for example, “Imagine how you’ll feel when your house burns down and you don’t have homeowner’s insurance”).
But marketing doesn’t have to be this way. When you’re marketing under a love-based philosophy, you come from a place of love (for example, “Imagine how much more peace of mind you’ll have, knowing you’re covered if your house catches on fire”).
Bottom line: Using Love-Based Marketing and Copywriting, you invite your ideal clients to do business with you by triggering love-based emotions versus fear-based.
I’d like to share with you 3 tips for getting started with Love-Based Copywriting and Marketing.
Tip 1. Answer the question, what’s stopping you from marketing yourself?
It’s been said that owning your own business is one of the best personal development tools out there. It’s my belief that marketing plays a big part in making it so.
Marketing is critical to your success as an author, but it’s also a huge trigger for lots of people as it brings up fears: fear of success, failure, money issues, time freedom, going “big,” having to sell yourself, and more.
Once you know what you’re afraid of, you can begin melting away the resistance you’re facing, solving each challenge with love. For example, if you believe you just don’t like marketing, I challenge you to find at least one component of it that you do like. It’s so multifaceted, you’re sure to find something.
Then, spend most of your time and energy on the marketing activities you enjoy, and your enjoyment will shine through, attracting, inspiring and inviting your ideal clients to learn more about you.
Here’s an exercise to help you begin identifying your resistance.
(I recommend using pen and paper, rather than typing your answers out.)
Answer the following questions honestly, without censoring yourself. Don’t overthink, just write. And write down everything you can think of, for each question.
- How do I feel about marketing in general?
- How do I feel about myself when I market myself?
- What is my number one frustration/dislike around marketing, and why?
Now, make a list of 3-4 other marketing-related frustrations/dislikes. For each, ask yourself why it bothers you and write down the reasons. (Consider this a mini-brainstorming session and write whatever comes to mind.) Repeat this two or three times to make sure you capture as many resistances as you can.
Completing this exercise may not uncover all your resistances, but it gives you a solid start.
Tip 2. Get to know your ideal clients.
Once you’ve discovered and begun melting away your resistances to marketing, it’s time to begin crafting your marketing materials. Getting to know your ideal clients is the first step in writing copy that speaks to the people you’re meant to serve.
You’ve probably identified your niche market or target market, but I believe it’s critical that you go deeper. While niche markets or target markets are usually based on external factors like demographics (age, career choice, number of children, income level), your ideal clients are based on internal factors like values, motivations and core beliefs.
Get to know your ideal clients like you would your friends. Then, when you sit down to write your copy for your marketing materials, write to those friends.
Here’s an exercise for doing so.
Close your eyes and think about your favorite client. It doesn’t have to be someone who even paid you. It could be someone you helped for free. Then, open your eyes. Write down a description of your favorite client. What did you appreciate about that person? What did he or she appreciate about you?
Don’t rush this process. Take the time you need to really dial in on your ideal clients’ values, motivations and worries.
The better you get to know your ideal client, the better you’ll communicate with him or her through your Love-Based marketing materials.
Tip 3. Know the difference between pain and pleasure.
Before you begin writing any marketing materials, it’s critical to understand that it’s actually a disservice to avoid talking about your ideal client’s pain.
This is where so many authors and entrepreneurs get hung up in their marketing and copy. They don’t want to talk about their prospects’ pain, because it makes them feel “icky.”
Here’s what you need to remember:
Buying is an emotional experience.
Your ideal client–the one who truly needs the message you deliver in your book–is experiencing some pain right now, right? It’s the reason he or she would purchase your book. There is a problem in her life she hopes your book will solve.
This is why pain is an essential part of copywriting. You must mention their pain. Otherwise, how will you give them the opportunity to move forward from that pain and experience the transformation you can provide?
The great thing about love-based copywriting is that you can use it to tap into positive emotions like hope and love, and guide your ideal clients toward taking action to get out of the pain they’re in (as opposed to mentioning pain and then twisting the knife to cause suffering, like so much traditional copy does).
What I’ve covered here is just the tip of the iceberg. If you’d like to get your own copy of any of my books (Love-Based Copywriting Method: The Philosophy Behind Writing Copy That Attracts, Inspires and Invites, Love-Based Copywriting System: A Step-by-Step Process to Master Writing Copy That Attracts, Inspires and Invites, or the NEW Love-Based Online Marketing: Campaigns to Grow a Business You Love And That Loves You Back) you can find them on Amazon or my website.
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