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Month: April 2017

Niche vs. Ideal Client – Which Is Better to Grow Your Business?

Niche vs. Ideal Client – Which Is Better to Grow Your Business?

Niche and Ideal Client are buzzwords among business owners, right? And in many cases, they’re used interchangeably.

But as I explained in a recent post, “3 Reasons Your Ideal Client—Not Your Target Market or Niche—Is a Cornerstone of Building Your Love-Based Business,” there’s a huge difference between niche and ideal client.

The distinction is an important one, and that’s why I wanted to revisit the topic today.

First of all, let’s recap. What IS the difference between niche and ideal client?

A niche is a subsection of a target market. A target market is a broad demographic of people. To really dial in on what this means in terms of marketing, let’s look at the definition of demographic: “a particular sector of a population.”

Typically when we talk about demographics, we’re talking about external factors like age, career type, income, or location.

So if your target market was 35-year-old women looking for a business opportunity, then you’d dial in even deeper to find your niche; for example, your niche may be 35-year-old stay-at-home mothers looking for a business opportunity.

An ideal client takes the concept of a niche even deeper. The concept is based on internal factors, like values, desires, and hopes.

When we talk about an ideal client, we’re talking about a specific person, what motivates and inspires her, and what she truly wants at her core.

Since we’re going deeper, let’s drill down with 35-year-old mother example.

Here’s what we have so far:

Target market: women looking for a business opportunity.

Niche: stay-at-home moms looking for a business opportunity.

Right away, I can think of two distinct ideal client groups in this niche.

Ideal Client Group One: A woman who wants this business opportunity not because of money (she has a partner or another source of income that funds her family and her life), but because she feels like she’s losing herself in the roles of wife and mother. She feels guilty for thinking, “Is this all there is?” especially when her neighbor, a mom with a full-time job, tells her how lucky she is that she’s able to stay home with the kids. This ideal client needs flexibility and the option to work as many or as few hours as she wants. She is very clear that being a wife and a mother come first, and she wants the time to be able to cheer at soccer games and pick up dry cleaning without stressing about her business.

Ideal Client Group Two: A woman who has found herself in a position where she needs to be the breadwinner for the family. Money absolutely IS an issue, while flexibility and number of hours required aren’t.

Take a moment to think about the pain each ideal client is going through.

Ideal Client Group One: This mom feels like she’s lost herself. She wants to get in touch with herself again, to establish her own identity separate from that of being a wife and mother. She can afford not to work (although perhaps she may want to bring in some money for “extras,” like vacations or to beef up her children’s college tuition fund), and her priority will always be her wife and mom duties.

Ideal Client Group Two: This mom feels a tremendous amount of responsibility. She wants to make money, and would love a steady source of income she can count on to put food on the table. She’s willing to work as much as possible to take care of her family.

Now, if you were the owner of a company who could offer a business opportunity to each of these ideal clients, think about how differently you’d want to market to each one, presenting your business opportunity as the solution to her pain.

Ideal Client Group One: You would position your business opportunity as a way to do her own “thing,” to enjoy the rewards of being a business owner while still having the time and flexibility to be an attentive wife and mother.

Ideal Client Group Two: You would position your business opportunity as a way to make consistent money, starting right away, so she can put food on the table and pay the bills.

So now you understand why knowing the difference between ideal client and niche is so important!

But which one is better to grow your business?

I’m a big believer that the answer is ideal clients.

I don’t feel like niche markets or target markets go deep enough.

Let’s go back to our example. If you market to your niche—stay-at-home moms looking for a business opportunity—you may do okay. Your marketing may resonate with some of the stay-at-home moms out there, whatever their situations are.

But if you market to your ideal client—either the mom who wants to rediscover herself or the one who wants to support her family—then think about how much more strongly your message will resonate.

Every single piece of marketing you put out there will be that much more effective, right?

Now you may be thinking, but my company is great for both ideal clients in my niche! Why can’t I just target both?

To that, I say while yes, I’m sure you absolutely could fully support both, by trying to appeal to both with your messaging, all you’re doing is diluting your message for both groups.

Combining messages by mixing them together makes you look like a Jack of all trades—and a master of none. And, in the vast majority of cases, if they can afford it, people will prefer to work with a specialist over a generalist.

When you pick one ideal client group to focus on (also known as “picking a horse and riding it”) you’ll improve your results and your business will gain momentum—and you’ll be making a positive impact on precisely the people you’re meant to help!

If this topic resonated with you, you may want to pick up your own copy of “Love-Based Copywriting System: A Step-by-Step Process to Master Writing Copy that Attracts, Inspires and Invites (Volume 2 in the Love-Based Business Series).” You can get it here.

[Video] The Story Behind the Story: “Love-Based Online Marketing” book

[Video] The Story Behind the Story: “Love-Based Online Marketing” book

I realized I needed to write “Love-Based Online Marketing” when I was promoting the first book in my “Love-Based Business” series.

You see, if you truly want to have a love-based business (which is a business built on a foundation of love-based emotions rather than fear-based emotions — you can learn more about the philosophy here) every part of your business needs to love-based. That includes your copy, your selling process AND your marketing strategies.

But, how do you craft a marketing campaign using love versus fear? Especially when so many marketing “gurus” seem so slimy and inauthentic?

That’s why I decided the third book int the series needed to teach “Love-Based Online Marketing.”

But I’m getting ahead of myself, watch for yourself:

Along with helping you create a love-based online marketing plan, I also include a “Love Your Marketing” assessment, to help you figure out the best marketing tactics for you.

And, because I know so many people struggle with unconscious blocks around marketing, you’ll also discover exercises and strategies for getting rid of any mindset issues you have around marketing.

“Love-Based Online Marketing” is available on all the major online retailers — you can grab your copy here.

[Video] Flip It! Do You Need to be Living Your Purpose?

[Video] Flip It! Do You Need to be Living Your Purpose?

Are You Living Your Purpose? Should You Be?

If you spend any time on the Internet these days, you’ve probably noticed that finding and living your purpose is a hot topic.

A quick Amazon search of “find your purpose” yields more than 4000 results, and the books listed on the first page boast tools readers can use to discover why they’re really here.

How do you feel about this topic?

If you’re one of the hundreds, thousands, or maybe even millions of people out there who feel like you haven’t found your purpose, then you may feel anxious about it.

And that angst is only natural: you may feel like it’s a mystery to be solved, or a prize to be attained. Knowing your purpose may feel like The End Goal.

If you don’t know what it is, or haven’t grasped it yet, then you may feel like you’re not truly living.

Hold it right there.

I’d like you to consider shifting your perspective on living your purpose.

In the newest episode of Flip It! Do You Need to Be Living Your Purpose? I guide you through exploring the cause of you feeling anxious around not knowing or living your purpose.

In some ways, focusing too hard on, “finding your purpose” may be a bit like treating the symptom of a health problem rather than the cause.

What is lacking in your life that you feel this constant pressure to find your purpose? Is it possible that you could feel less angst if you were to solve the cause of that lack?

Of course, I’m not saying that it’s a bad idea to think about your purpose! I’m just saying that it’s important to understand why the topic causes you angst.

I’d love for you to dive into this episode of Flip It! and see whether shifting your perspective makes you feel better about finding your purpose (or not finding it, for that matter).

Watch it now:

 

(And if you’re wondering exactly how you can get everything you want simply by flipping your perspective? Check out the first episode here.)

If you liked this episode, you may also like my “Love-Based Money and Mindset” book — you can check it out here.

The Mighty Bullet Point: How to Write Love-Based Bullet Points That Inspire Your Ideal Clients to Take Action

The Mighty Bullet Point: How to Write Love-Based Bullet Points That Inspire Your Ideal Clients to Take Action

I’m going to start by making a bold statement about the mighty bullet point:

In addition to being benefit-rich, as I mentioned in The Bullet Point: The Holy Grail of Copywriting, if you want to inspire your ideal client to buy, your bullet point should come from a place of love, rather than fear.

As you know, it’s my mission to give heart-centered and conscious entrepreneurs the information they need to build their businesses in a love-based way. In fact, I wrote a whole series of books on doing just that (check out the Love-Based Copywriting books here).

It only stands to reason, then, that I believe every piece of your marketing copy should be love-based … including your bullet points.

There are two places in your copy where this is especially applicable:

  • Introductory bullet points, where you let your readers know whether they’re in the right place by touching on their pain and emotions.
  • “What-you-learn” bullet points, where you highlight specific teaching points in a benefit-rich way.

Let’s talk about each one in depth.

The Introductory Bullet Point.

Its job description: to acknowledge that you understand your ideal client’s pain, what’s keeping her up at night.

What to include: descriptions of the “outer” and “inner” problems; for example, an outer problem may be that your ideal client has spent thousands of dollars putting up a website only to find it doesn’t generate sales (outer problem), and therefore, she’s frustrated (inner problem).

How to write it in a love-based way: mention the pain, but don’t twist the knife!

What to watch out for: using the pain to make your ideal client feel worse.

Here are some examples of effective love-based introductory bullet points:

  • You spent countless resources—time, money, and energy—to write, format, launch, and market your new book, but it’s just not selling, and you’re starting to feel discouraged.
  • This whole “content marketing” strategy seems so mysterious, and with all the information out there, you’re not sure what works and what doesn’t. It’s overwhelming, isn’t it?

Do you see how each of these bullet points contains an outer problem and the resulting inner problem?

Here are some examples of those same introductory bullet points written in a fear-based or ineffective way (caution: I do not recommend using these as models!):

  • You spent countless resources—time, money, and energy—to write, format, launch, and market your new book, but it’s just not selling. Now you’re starting to think your writing is terrible, you’ll never make it as an author, and you’ll be forced to choose between working odd jobs or starving your children.
  • This whole “content marketing” strategy seems so mysterious, which is why so many people fail at it—and therefore, fail at business, too.

Do you see how each of these examples paints a pretty scary picture of the future for whoever is reading it?

The What-You-Learn Bullet Point.

Its job description: to give your ideal client a taste of what she will learn, and how that will benefit her: how her life will change as a result of taking action on the offer you’re presenting.

What to include: a specific-yet-mysterious description of a concrete teaching point, and how that teaching point will contribute to a transformation; for example, you may mention, “The most important marketing strategy you’ll ever use (this is a teaching point, and it’s mysterious because you don’t reveal what the strategy is), and how it will have ideal clients knocking on your door” (clients knocking on the door is the potential transformation).

How to write it in a love-based way: present the benefit in terms of a solution, so you’re providing hope.

What to watch out for: lack of specificity and giving away the “whole enchilada.”

Here are some examples of effective love-based what-you-learn bullet points:

  • The Number One reason many entrepreneurs feel overwhelmed when they first launch their businesses, and what to do about it, so you can enjoy running your company while still reaching your goals quickly.
  • Three mistakes you may be making as a startup coach, and how to avoid them, so you can finally attract your ideal clients and make the money and the impact about which you’re so passionate.

Do you see how these bullet points mention a specific teaching point, but don’t give away exactly what the reader will learn? Also, notice that they offer a positive solution, giving the reader hope.

Here are some examples of those same what-you-learn bullet points written in a fear-based or ineffective way (caution: I do not recommend using these as models!):

  • Why your inability to prioritize leaves you overwhelmed and burned out, and why, if you don’t change it, you’ll never enjoy running your company.
  • Three mistakes you’re making as a startup coach, and why, if you don’t nip them in the bud, you’ll never get clients, or make an impact or a good living.

Do you see how the first of these bullet points tells readers that that “Number One” reason is, and how both bullet points paint a scary picture of the reader’s future if he doesn’t learn the teaching points?

When you nail the writing of the bullet point, you’ll dramatically improve the results you get with your copywriting and marketing efforts!

If this topic resonated with you, you may want to grab your own copy of Love-Based Copywriting System: A Step-by-Step Process to Master Writing Copy that Attracts, Inspires and Invites (Volume 2 in the Love-Based Business Series).”

[Video] The Story Behind the Story — “Love-Based Copywriting System” book

[Video] The Story Behind the Story — “Love-Based Copywriting System” book

It was while I was promoting my first Love-Based Copywriting book, “Love-Based Copywriting Method,” that I realized I needed to write what would become “Love-Based Copywriting System.”

You see, while the first book explained the love-based copy philosophy, I didn’t make it a “nuts and bolts” copywriting book. My reasoning was because I wanted a book for folks who already knew how to write copy and didn’t necessarily want to learn how to write headlines or features and benefits.

But, I quickly realized that was what people were expecting. They wanted the “how to” along with the philosophy.

Even more than that, entrepreneurs (especially conscious or spiritual entrepreneurs) who were new to business and writing copy really wanted a book that walked them through the basics on how to write love-based copy.

So, I sat back down in front of my computer and got to work.

But, I’m getting a bit ahead of myself — check out the story behind the story to learn more:

If you’re looking for a nuts and bolts copywriting book that walks you through exactly how to write copy that attracts, inspires and invites so you can promote yourself on a foundation of love, this book may be exactly what you were looking for.

“Love-Based Copywriting System” is available at all the major online retailers — check it out here.

[Video] Flip It! Should You Fake It Until You Make It?

[Video] Flip It! Should You Fake It Until You Make It?

Is it smart to fake it until you make it? Or is it an old wives tale and can cause more problems than it solves?

Let me start by sharing what happened on an episode of the show, “So You Think You Can Dance.”

(Stay with me, here. I promise this is applicable to you as a conscious entrepreneur. It’s about mindset and success!)

In case you don’t know, “So You Think You Can Dance” is a reality show, and it’s a competition where contestants learn and perform a routine each week. Through a process of judging and public voting, the contestants are eliminated one- by-one.

On this episode, Paula Abdul (of “Cold-Hearted Snake” fame, and one of the judges on the show) said something so profound. One of the kids had just performed a character piece for the judges, and she was obviously a bit uncomfortable in her character.

Paula told her (I’m paraphrasing here): “I know this is uncomfortable for you. But you know what I like to do when I’m uncomfortable? I get out there, and I just pretend I’m not uncomfortable. I pretend I don’t feel shy. And then, before I know it, I don’t feel uncomfortable any more.”

In other words, she was telling the child to “Fake It until You Make It.”

It’s great advice … for some parts of life, including getting onstage and getting over stage fright.

But does it apply to you, as a conscious entrepreneur?

Some gurus say it does. They say you should act busy and important and rich, even if you’re not busy and rich. They say it will attract the kind of clients you want to attract.

But what if acting that way is out of alignment with your values?

What to do?

In this episode of Flip It!, I explore both sides of this discussion, and I share some suggestions for following the spirit of “Fake It until You Make It” in a way that aligns with your values as a conscious entrepreneur.

Watch it now:

(And if you’re wondering exactly how you can get everything you want simply by flipping your perspective? Check out the first episode here.)

If you liked this episode, you may also like my “Love-Based Money and Mindset” book — you can check it out here.

3 Reasons Your Mindset Is Crucial to Writing Love-Based Copy

3 Reasons Your Mindset Is Crucial to Writing Love-Based Copy

If you’ve been following my blog, you probably understand the difference between fear-based marketing and love-based marketing. But did you know that if you’re not in a love-based mindset, you’re going to have a difficult time writing great love-based copy?

Here’s why: any fear-based emotions you experience around your business and/or your marketing will shine through in your marketing and messaging, both in terms of how you feel about it, and how your customers perceive it.

For example, if you feel like marketing is slimy or arm-twisty, that will not only hold you back from writing promotional copy but also getting it out there. And if you’re experiencing marketing resistance, you may unknowingly sabotage your own efforts.

Here’s a quick recap of the difference between traditional, fear-based marketing, and love-based marketing:

Fear-based marketing often uses fear-based emotions like guilt, shame, or scarcity to get people to buy.

For example, a dentist might use fear-based marketing like this: “If you don’t come into the dentist this week, you’ll probably lose all your teeth.”

On the other hand, love-based marketing triggers love-based emotions like hope and abundance.

For example, a dentist might use love-based marketing like this: “My staff members and I have specialized in providing the best possible dental care in a stress-free environment – we keep your gums and teeth healthy for as long as you need them!”

You’ll feel good about it, your prospects will feel good about it, and your business will thrive.

That being said, here are 3 reasons mindset is crucial to writing love-based copy:

  1. It helps you feel good about what you write.

If you’re like so many of my clients, you just don’t like writing marketing copy. You feel like you’re twisting people’s arms, or being slimy somehow. But it doesn’t have to be this way.

When you write copy from a love-based mindset, you realize that you’re simply providing your potential clients or customers with a choice about whether to work with you, to experience the solution you provide.

You let them know you understand the pain they’re in, you present your product or services as the solution, and you step back and let them make that choice.

No arm twisting required.

  1. It helps you get past marketing resistance.

Marketing can be a huge trigger, because it brings up so many fear-based emotions.

Fear of failure, fear of success, fear of not earning money, not having time to spend with your family and friends, fear of “putting yourself out there,” of “owning your value,” of “selling yourself.”

Whew!

When you’re coming from a love-based mindset, though, you’re not thinking about all that “scary” stuff.

You’re thinking about how to best let your prospects know that you’re available as the solution to overcome their pain points or problems.

You’re feeling confident that your love-based copy will inspire just the right people to work with you, at precisely the right time. With this confidence comes the ability to recognize and move past marketing resistance that often results from fear-based emotions.

  1. It gives your prospects the space to make a choice, which feels so much better than pursuing them.

Love-based marketing copy is so effective when you’re writing it from a love-based mindset. Why?

Because your prospects see you as a loving individual who cares about the transformation they’re preparing to make!

Even if they don’t ultimately decide to buy from you, they’ll have seen that there’s the potential for transformation, and that they can choose a better way. They can choose to move beyond their pain. Even if they don’t do it by working with you, it’s possible that you’ve offered them a new vision for the future!

And how great is that?

If this resonates with you, you may enjoy reading the first book in my Love-Based Copywriting series, Love-Based Copywriting Method: The Philosophy Behind Writing Copy That Attracts, Inspires and Invites. It’s available in both print and most eBook formats, and you can get it here.

[Video] The Story Behind the Story — “Love-Based Copywriting Method”

[Video] The Story Behind the Story — “Love-Based Copywriting Method”

“Love-Based Copywriting Method” is the book that started the Love-Based Business movement.

Before I wrote this book, entrepreneurs didn’t have much of a choice on how they wanted to market themselves with their promotional copy (copywriting is writing marketing materials, nothing to do with putting a copyright on something or protecting intellectual property).

They could either choose to use traditional direct response copy and marketing (an example of direct response copy is those long sales letters that you scroll down forever wondering how much it is and does anyone actually read these or those emails asking you to click on a link) which meant in many cases they were using marketing tactics that felt hype-y, sales-y or inauthentic.

Or, they could choose not use direct response copy and marketing.

Of course, the problem with NOT using it is then you haven’t leveraged your marketing. When you use direct response copy, you are marketing one-to-many. Without it, you’re stuck marketing one-to-one. As you can imagine, it’s tough to grow your business that way.

But, then, in 2014, my friend Susan Liddy came out with a book called “Love-Based Marketing.” I looked at that title and thought “Love-Based Copy.” What’s the opposite of love-based copy? Well, it would be fear-based copy.

And that’s when the whole philosophy downloaded into me.

But, I’m getting a little ahead of myself — check out the whole story behind the story of “Love-Based Copywriting Method” below:

If you’re looking for a way to sell more with love, this book is the place to start. It explains the philosophy behind love-based copy so you can build your marketing and business on a solid foundation of love.

“Love-Based Copywriting Method” is available at all the major online retailers — check it out here.

[Video] Flip It! Is Growing a Business to 6- or 7-Figures the Only Way to Go?

[Video] Flip It! Is Growing a Business to 6- or 7-Figures the Only Way to Go?

Is growing a business to 6- or 7-figures everything it’s cracked up to be?

The phrase “six-figure business” seems to be everywhere these days. It’s on ads in your Facebook news feed. It’s in emails you receive as a conscious entrepreneur. It’s on the covers of books you browse on Amazon.

Growing a big business is something to strive for, right? That six-figure mark is a milestone in the life of every company, so it seems.

And maybe no one actually says it out loud, but if you were to mention that you’re perfectly content staying small, that you don’t want to grow a big business, people assume you’re playing small, or too afraid to get big, or of failing … afraid of something, right?

Bigger is better! MORE is more! Reach more people! Make a bigger impact! LIVE YOUR DREAM LIFE!

(Remember the Onceler in Dr. Suess’s The Lorax? “And I kept biggering and biggering and biggering and biggering!”)

Sure, that kind of success is great. It means you’re making money. It probably means you’re reaching more people, getting the word out there.

But is there another side to this coin?

As with most things, there IS!

As the Onceler found out, sometimes bigger isn’t better. (He ran out of Truffula trees to make his thneeds. When the trees were gone, so were the thneeds, and so were the customers.)

I’d love for you to watch this episode of Flip It! so you can decide for yourself how you want to be growing a business, whether you want to go big, OR keep things small.

After all, this is your journey, and you should enjoy it.

Go ahead and watch it now:

(And if you’re wondering exactly how you can get everything you want simply by flipping your perspective? Check out the first episode here.)

If you liked this episode, you may also like my “Love-Based Online Marketing” book — you can check it out here.

5 Steps to Writing Effective Headlines in a Love-Based Way

5 Steps to Writing Effective Headlines in a Love-Based Way

Today, I’m devoting an entire blog post to writing headlines. Maybe right now you’re wondering, “WHY, Michele? What’s the big deal around headlines? Are they really that important?”

Honestly? Yes.

First off, if you’ve ever dealt with any kind of marketing copy—written it yourself, or hired someone else to write it for you—you’ve probably wondered whether it’s really going to work: whether it will convince people to buy from you.

The answer again is “yes.” It DOES work.

So how do you master any of it, so you can get the results you want?

It all starts with writing a great headline.

When it comes to sales pages and website copy, the headline is the first thing people read.

And guess what?

The headline is probably the single most important group of words in any piece of marketing copy.

Why?

The point of the headline is to inspire your ideal clients to read the first sentence of your copy (which should inspire them to read the next sentence, and so on).

So how do you make sure that it does its job?

Take a moment to consider what inspires you to keep reading, whether it’s a book, a magazine, or a piece of marketing copy like an email, a website, or a sales page.

In many cases, it boils down to curiosity.

Think about the books people call “page-turners.” These books almost always incorporate some sort of mystery or unknown, and a skilled author will bring in a piece of it at the beginning, and reveal more pieces throughout—never closing off that mystery until the last chapter.

A great magazine article usually hints at a story of someone making a change or transition, or overcoming an obstacle, and you keep reading to learn how they did it.

Which, of course, brings us to marketing copy.

Skilled copywriters bring out their readers’ curiosity from the very first opportunity—whether it’s the subject line of an email, or the headline of a sales page or website.

HOW do they do it?

The following 5 tips for writing effective headlines will help you inspire your ideal clients to keep reading.

Tip 1. Talk about a Solution.

One of the easiest ways to generate curiosity in your ideal clients is to talk about the solution to whatever’s keeping them up at night.

So if you haven’t already, take some time to think about your ideal client and what his or her biggest pain point or problem is. (Go here to learn the important difference between target market, niche market, and ideal client.)

The best way to illustrate this is to use an example.

Let’s say you’re a life coach, and your gift is helping ideal clients get past their money-related blocks so they can finally begin receiving abundance. Your headline may read:

Finally: Live Your Life Free from Fear, and Open Yourself to Receiving the Abundance You Deserve

Your ideal clients suffer from the pain of being stuck in their fear-based feelings around money and scarcity—it’s probably keeping them up at night. Here, you’re offering them the solution they very likely seek.

Tip 2.  Add Details.

Adding relevant details to your headline can make it even more enticing. For example, you may choose to add a time-frame in which people can expect to experience the solution you’re offering. Add a guarantee, or address potential objections.

For example:

Give Me Seven Days and I’ll Show You How to FINALLY Break Free from the Scarcity Cycle, and Live a Life Full of Abundance

Finally: Break FREE from the Scarcity Cycle, for Good … Guaranteed

Finally: Break FREE from the Scarcity Cycle, for Good (Even If You’ve Tried Everything Else and Nothing Has Worked)

See how those details “dial up” the curiosity factor?

Tip 3. Change up the Format.

Headlines can take on many different formats, from a standard headline like I’ve shown you above, to a “story” format to a “how to” or “if/then” format.

Here are some more examples:

How a Struggling Entrepreneur Who Thought He’d Lost Everything Turned His Financial Situation Around, for Good

How to Ditch Your Fear, for Good, So You Can Finally Live in Abundance

If You Can Watch This Video, Then You Can Move Past Your Fear and Achieve Abundance

Tip 4. Use the Trifecta—Prehead, Headline, Subhead.

I go into this trifecta in more depth in my book, Love-Based Copywriting System: A Step-by-Step Process to Master Writing Copy that Attracts, Inspires and Invites.

In short, the prehead lets people know they’re in the right place, the headline presents a solution, and the subhead adds details.

Tip 5. Come from a Place of Love.

People are being sold to all the time. Think about how many emails land in your inbox each day. Think about how many advertisements you see, how many pieces of sales copy you read in a given time period when you’re on your computer.

They’re in your Facebook feed, your Instagram feed, your radio station.

It’s SO easy for people to tune out something the read, or to quickly skip onto the next message.

That’s why everything you write should sound genuine – should come from a place of love.

Whenever you sit down to write copy, pretend that you’re writing a letter or note to a friend – someone very important to you. Write from the heart.

I know, because you’re here, on this site, that you care about the people you work with. Make sure that shines through in your copy, and especially in your headline.

Yes, it should sound/feel exciting. But it also has to sound authentic, so your readers know you truly care about the results they get.

When you master the art of writing headlines, your ideal clients will make the choice to read the copy below them.

If this resonates with you, you may enjoy reading the second book in my Love-Based Copywriting series, Love-Based Copywriting System: A Step-by-Step Process to Master Writing Copy That Attracts, Inspires and Invites. It’s available in most eBook formats, and you can get it here.