I call it Love-Based Copywriting and Marketing, and I wrote the book on it … literally. 3 books, actually: 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; and most recently, Love-Based Online Marketing: Campaigns to Grow a Business You Love AND That Loves You Back.
The books are written around my philosophy that you absolutely can build your business around love rather than fear, using marketing that feels good to you and your prospects.
To help you get started, I want to share 3 secrets to promoting your business the love-based way.
Key 1. Love your marketing.
Loving your marketing is possible! When you’re having fun, you’re more successful.
Great news: there are so many marketing tactics … and I’d bet there is at least one that you could enjoy, or maybe even love. Here’s a partial list of some different marketing activities:
• Speaking in person or virtually
• Being interviewed in person or virtually
• Interviewing other experts
• Writing—long or short pieces
• Being on TV or video
Key 2. Get rid of marketing resistance.
Marketing can be a huge trigger. Consider how it relates to common fears like fear of success, fear of failure, money issues, and more.
Get a handle on where marketing resistance shows up for you (but beware, it can be very sneaky).
Remember, one marketing resistance tactic, such as, “I don’t have time for marketing,” may actually be another one in masquerade. In this particular example, you’d want to think about why you don’t have time… or why you aren’t making time.
By examining your resistances and talking yourself through each one,you’ll find your marketing sweet spot: that combination of activities you enjoy, you’re good at doing, and that give you the best return.
Key 3. Get into the love-based mindset.
In a nutshell, traditional direct response marketing and copy is based on triggering fear-based emotions like fear and shame and guilt, which is why it feels so “yucky.”
But you can choose to market yourself with love by triggering love-based emotions like hope and abundance.
Traditional, fear-based marketing often says or does anything to get people to buy (a chiropractor might tell prospects that if they don’t work with her, they risk living in pain forever).
Love-based marketing, on the other hand, gives potential customers the option to choose between a transformation and the status quo (a chiropractor using love-based marketing may explain why her method works, and how it heals pain).
When you choose to build your business on a foundation of love, every aspect of your business is love-based. From bringing clients into your business to the way you work with them, you operate from a place of love-based emotions.
Love-based marketing means attracting, inspiring, and inviting your ideal prospects to become ideal clients. Lead with love and other love-based emotions, and give your ideal clients space to make a choice according to whatever is truly best for him or her.
I’m confident that when you employ it in your business, you’ll enjoy your marketing, your clients will enjoy your marketing, and your business will grow—with love!