3 Tips for Getting Started with Love-Based Marketing and Copywriting

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.

Michele PW

Michele PW

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 campaignsand write copy to promote your bookthat 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 formslike 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 bookis 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.

What’s the Big Deal about Valentine’s Day?

Here we are, and another February 14th has rolled around the calendar. This time last year, I’d been contentedly single for 12 years, raising my two kids, and growing my business.

A few short months later, my world turned upside down when “I met someone.” Ah, the drama of those words… I can still recall how sweet it was the first time I called Frank “my boyfriend,” and how giddy and silly I felt using that phrase again at my age. It was so totally unexpected, yet something I yearned for deeply, to have that connection with someone that was more than just a superficial sharing of lives.

While I’d been alone for 12 years, he’d been on his own for 10. Both of us spent that time reflecting on what was important to us in relationships, what we needed out of them, what had gone wrong in past relationships, and the priorities future relationships had to have in order to succeed.

Each, on our own, had come to the conclusion that our faith needed to be the primary focal point of a solid relationship. As I’d put it, as two people draw nearer to Christ, they’re automatically drawn closer to each other as well. This concept had been shared with me years earlier as “the triangle theory,” where Christ and two people represent the three points of the triangle. It sounded good in theory, at least.

When I met Frank, I had the chance to test that theory, and found that it was 100% accurate. The first time we prayed together, and I heard his voice thanking God for bringing me into his life, is something that I will never forget. Talk about the power of a praying partner! There is no greater sense of being loved when your loved one tells God what a blessing you are to them, and how deeply and truly thankful they are for you.

Due to our habit of prayer and the openness of our conversation with each other, I never doubted Frank’s love for me. I read a tweet this morning that said “If we truly love someone, every day should be Valentine’s Day.” That’s the way it was with us; not with the candy, cards and flowers, but with the openness of our feelings for one another.

When Frank died unexpectedly in October, the one solace I had was that I had always told him how I felt about him. There wasn’t a day that went by that he didn’t know he was loved. And I still have the poems and e-mails he wrote to me, as well as many of the voicemail messages he left that reflect his heart and his humor.

So, what’s the big deal about Valentine’s Day? For those of you who have forgotten, it’s a day that reminds us to tell those we love how we feel. But if you want to live a life with no regrets for the past, don’t let Valentine’s Day end at midnight tonight. We never know how long we’ll have on this Earth.

Be sure to tell those you love most how you feel every day, and find new and different ways to communicate those feelings each time you share them. That’s better than any box of candy you can buy!

Little things count, like a special e-mail message, a single flower, a note in a lunchbox or briefcase, or a phone call to see if there’s anything you can pick up on the way home; anything that says “I’m thinking of you.”

So don’t fear that you have to come up with a big, grand gesture every time, or that it has to be costly to do. The best ways to show you love someone aren’t paid for with cash. They’re paid for with time, thought and energy.

Who do you love, and how are you going to show them you care? Share your ideas and inspire each other in the comments below.