Often I ask the best experts on the planet to share their genius in my programs. Today I asked one of my favs to share her copywriting love with us. Most copy I see out there is trying too hard, or not enough. Here’s the just right way to do it with Michele PW… copywriter to the stars. ;-)
Because you’re part of Jeanna’s community, I know you’re passionate about making a big impact in a way that aligns with your values. And because you’re a businessperson, you undoubtedly understand the importance of effective marketing copy.
If you’re anything like me, you also want your marketing copy to reflect your values. But let’s be honest: sometimes, traditional marketing copy can feel kind of “icky,” right? That’s because it often uses “arm-twisty” tactics and preys upon emotions like fear and shame.
You don’t want to scare or shame people into working with you… you want them to be inspired to work with you, because they see you and your offerings as a vehicle to their transformation.
So how do you write copy that inspires your ideal prospects to become your ideal clients… in a way that feels good to you AND to the people reading it?
That’s exactly what I’m covering today.
I’m Michele PW, founder of the Love-Based Copywriting Company and author of the best-selling book, Love-Based Copywriting: How to Attract, Inspire and Invite Your Ideal Prospects to Become Ideal Clients (since renamed Love-Based Copywriting Method: The Philosophy Behind Writing Copy That Attracts, Inspires and Invites).
Because there are so many heart-based, conscious entrepreneurs out there today, I knew a need existed for this book … but I was still surprised at the overwhelmingly positive response it received. Entrepreneurs, business owners, and business coaches from all over the world gave it rave reviews, made it required reading for their students, and began implementing it in their businesses. Why?
Well, because they resonate with my philosophy about effective, “feel good” copy. That is, when you replace fear with love in your marketing copy, you reap the rewards in your business and reach more of the people who need you most (and you never feel like you’re twisting arms just to make sales!).
I always planned to write a second book, a nuts-and-bolts guide to writing love-based copy, and that process sped up as soon as I released the first book. Thus, my Love-Based Copywriting System: A Step-by-Step Process to Master Writing Copy That Attracts, Inspires and Invites was born, and I’m so excited to invite you to sign up now to get a copy for FREE (available through October 24 only):
Free Love-Based Copywriting System!
Today, I want to give you a taste of what you can expect from the book, so I’m sharing with you 3 steps for getting started with your own love-based copywriting.
Ready? Let’s go!
Step 1. Get to know your ideal clients.
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.
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. Get out a pen and some paper and start describing your favorite client in detail. Think about who he or she is, internally. 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.
Step 2. Understand their pain.
This is where so many conscious entrepreneurs get hung up. They don’t want to talk about their prospects’ pain because they want to focus on the transformation they can provide, instead.
You see, buying is an emotional experience.
Your ideal client is experiencing some pain right now, right? It’s the reason she’s considering working with you … because there is something about her life she’s unhappy with, and she wants to change it. 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?
Here’s the great thing about love-based copywriting: 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).
Step 3. Use the words your ideal clients use.
Go back to imagining your ideal client sitting right in front of you. How would he describe the pain he’s in, right now? How would he explain what’s keeping him up at night?
Use THOSE words in your marketing materials.
When you do, your ideal client will recognize his own words in what you say, and realize you’re talking directly to him. Don’t be tempted to dress up your copy with lingo from your industry, or with marketing-speak.
If you’re not sure which words your ideal clients use, ask them. You can send out a questionnaire asking current clients or people who could be your clients, why they decided to seek coaching, how the transformation felt (if they’ve experienced it), and what their life looks like now.
Again, pay attention to the words they use, and use those same words in your copy.
Be specific, and THEN let them know you have a solution.
That’s when they’re ready to hear it … after you’ve established how you’re the perfect person to help them experience the transformation they seek, because you “get” exactly where they are now.
Sounds pretty great, doesn’t it? It is.
As you strive to grow your business, you have the choice to sell the transformation you provide via love-based emotions, instead of fear. When you do, you’ll have the opportunity to reach a greater number of people and bring your vision to life, all while feeling GREAT about your marketing and copy!
What I’ve covered here is just the tip of the iceberg. If you’d like to get your own copy of Love-Based Copywriting System: A Step-by-Step Process to Master Writing Copy That Attracts, Inspires and Invites, you can do so right now, HERE (through October 24 ONLY).
Michele PW (Pariza Wacek) is the author of Love-Based Copywriting books that teach how to write copy that attracts, inspires and invites, and 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.