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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.

A New Perspective on Direct Response Copywriting: How to Sell More with Love

A New Perspective on Direct Response Copywriting: How to Sell More with Love

You’ve undoubtedly heard that direct response copywriting is, hands-down, the best way to make more sales online.

But …

If you’re among the conscious/mission-driven entrepreneurs of the world, then the thought of using direct response copy in your business may make you feel “icky.”

(Not sure what direct response copywriting is? Direct response copy is any copy designed to get readers to take action — such as a click on a link or purchase a product. You may have seen it in those long sales letters where you scroll down forever looking for the price, or emails you receive when you’re on someone’s email list.)

All the “gurus” say you need direct response copywriting if you want to build your online business.

But when you sit down to write it, you feel inauthentic. Arm-twisty. Sales-y. Like you need to take a shower.

Sound familiar?

Have you ever stopped to think about why you feel that way when it comes to sales?

It’s because a lot of traditional direct response copy is based on tapping into fear-based emotions, like fear, guilt, scarcity, and shame.

You see, the only way you can compel someone to take action is to tap into his or her emotions. It doesn’t matter if you’re making an offer to a potential client or trying to get your kids to go to bed at a reasonable hour. It all comes down to emotions.

And, all emotions fall under either fear or love — so you have a choice if you want to use fear to persuade or love. (You can learn more about the love-based copy and marketing philosophy here.)

If you’re here, I have a feeling you don’t want to use fear, guilt, scarcity, and shame to sell your products and services.

And the good news is that you don’t have to!

You’re probably wondering how.

To create effective marketing copy based in love rather than fear, you must understand the truth about pain.

Wait, what?

You read that right; pain IS part of the love-based copy writing approach.

I’ll explain.

Conscious entrepreneurs are often sensitive to talking about prospective clients’ pain. You’re in business to alleviate pain, right? So the last thing you want to do is remind your clients about the very thing you want to heal.

While I agree—you don’t want to twist that knife—I want you to understand that talking about pain is actually an important part of the healing (and buying) process.

Here are some considerations to make:

Pain Versus Suffering

Pain is real — there is a problem in people’s lives and they have pain around it.

Not only that, but pain is a necessary part of life. It’s an indicator that something is going wrong.

Suffering is a whole different animal.

Suffering typically happens when we magnify existing pain using fear, shame, guilt or something else.

Pain is a part of life. Suffering doesn’t have to be.

So when it comes to copywriting, it’s actually critical to remind people of their pain and then offer them a solution—and give them the opportunity to make a choice about whether to use that solution.

If they’re done experiencing the pain, they may be ready for your product or services. If not, they’re probably not an ideal client yet.

On the other hand, it’s unnecessary (and can feel slimy!) to twist the knife and use your copywriting to cause suffering. Yes, a lot of traditional direct response copywriting has roots in twisting the knife (which is also known as agitating the pain). And that’s one of the reasons why using pain in marketing and copy has gotten such a bad rap .

It’s a fine line, but a crucial one.

The Importance of Pain

Like I mentioned above, pain is an indicator that something is wrong, or that something could be better.

As a business owner, pain you experience may indicate an opportunity for growth.

So take this as an opportunity to get comfortable with pain. Consider the following:

* Pain adds urgency. You would never call your dentist in the middle of the night and say “Oh my God, I missed my cleaning, can you get me in now?” But if you broke a tooth? Or a jaw? Yeah you may be waking your dentist (or doctor) up.

So, let’s bring that back to marketing:

If you don’t remind your ideal clients about their pain, they may say things like, “Oh, what you do sounds great! I’ll definitely have to work with you one day.” But as you know, in so many cases “one day” never comes.

And that pain doesn’t go away. In fact, it may even devolve into suffering because they don’t take you up on working together, which may alleviate the pain.

* People remain in the status quo … unless something compels them to change. Unless you actually remind someone that she’s in pain, she’ll be likely to resist making a change. Only by reminding her are you giving her the opportunity to CHOOSE change. Does they really want to stay there? Or is she ready to move forward?

* I believe the sales process should mirror the transformation your products or services create. If you are a transformative teacher, healer, or coach, you already know transformation includes pain. If you don’t give prospects the gift of going through their pain in your marketing or selling process, they may decide in the middle of working with you—when they do experience pain—that they’re not ready to move forward … and that’s when people disappear, drop out, or even ask for refunds (and none of us want those things to happen).

* Neglecting to talk about pain is neglecting the opportunity to allow your clients to put two and two together: that your offering may actually be a solution to their pain. In today’s busy world, people may not go so far as to draw the connection between their pain and your offering, if you don’t make it perfectly clear. (Plus, it’s also disrespectful. Your ideal clients are truly in pain — not addressing it can feel disrespectful.)

* As soon as you master love-based copywriting – and the love-based way of using pain in your marketing materials – it feels so good! You can stand in your power as a confident successful entrepreneur because your copy will attract the people who most need the work you do. You’ll be attracting and landing clients whose lives you can transform. Not only will you grow your business but you’ll also make a bigger impact.

* Learning how to use pain in a love-based way gives YOU the opportunity to grow and heal. This could be exactly what you need to do to take your business to the next level. Getting uncomfortable is part of being an entrepreneur. That’s why I’m challenging you today to try using pain in a love-based marketing way to stretch yourself, personally and professionally.

You can use this article as an example of how to use pain in a love-based way. Did you notice how I wove in pain without twisting the knife? I educated you on pain without causing suffering.

Now it’s time for you to decide: Do you want to keep doing what you’ve always done, writing marketing copy that feels icky? Or are you ready to change how your market to your ideal clients?

Bottom line: it’s really a disservice to your ideal prospects NOT mention their pain.  Because if you don’t, they’re not going to buy. And if they don’t buy, you won’t make the difference you long to make, your ideal clients will remain stuck in their pain, and you may never become the person and entrepreneur you’re meant to become.

What I’ve covered here is truly just the tip of the iceberg. If you’re interested in learning more, definitely check out my best-selling book “Love-Based Copywriting – The Philosophy Behind Writing Copy That Attracts, Inspires and Invites Your Ideal Prospects to Become Ideal Clients.”

What’s the Difference Between Being Love-Based and Fear-Based?

What’s the Difference Between Being Love-Based and Fear-Based?

It’s fear vs love. Believe it or not, the opposite of love isn’t hate. It’s fear. All emotions basically fall under one of two categories — love-based emotions of fear-based. love-based-copy-4a

Love-based emotions includes love, hope, joy, gratitude, peace, faith, trust, confidence, happiness, connection, forgiveness, openness, passion, freedom, harmony, honesty, beauty, compassion, self-love, self-appreciation, respect, acceptance, understanding, etc.

Fear-based emotions include fear, anger, grief, shame, guilt, bitterness, judgment, jealously, frustration, doubt, insecurity, etc.

A lot of what we consider traditional business is built on a foundation of fear vs love (actually a lot of traditional things are built on fear). The reason this happens is because in a lot of ways, fear is easier. Many, many folks live their lives being controlled in some way by fear-based emotions.

Either consciously — they’re angry, depressed, grieving, judgmental, fearful, worrying, unhappy, etc., or unconsciously — they feel an uncomfortable emotion, they run away from it, bury it, hide from it, etc. (Think about all the things that happen when someone gets upset — they start a fight, take a drink, overeat, go shopping, gossip, etc.) So, if fear-based emotions are controlling your behavior, it’s going to be very difficult to build anything love-based.

Now, just to be clear, love-based doesn’t mean you don’t feel fear-based emotions — on the contrary, people who have embraced love-based businesses and lives in fact DO fully feel all emotions, whether love-based or fear-based.

And there is definitely a place for fear-based emotions in our human existence, so rather than fight them, the key is to really feel them, and let them move through you. (Feelings just want to be felt after all.)

And, because folks who have embraced the love-based way do feel fear-based emotions, it also means they aren’t controlled by them. It’s when you try not to feel the fear-based emotions are when they control you.

Now, when you are selling, or attempting to persuade someone to do something, this really comes into play, because in order to persuade anyone to do anything — it doesn’t matter what it is (get your kids to go to bed at their bedtime, convince someone to go on a date with you, sell someone your product or service) — you absolutely need to tap into their emotions. Hence, you end up tapping into fear vs love.

Traditional direct response copy taps into fear-based emotions (which include fear/worry, shame, guilt, anger), which is why it feels so icky. But you don’t have to tap into fear-based emotions to sell — you CAN sell with love, by tapping into love-based emotions.

If you’d like to learn more about how you can sell with love rather than fear, I’d like to invite you to check out my love-based business books, especially my two “Love-Based Copywriting” books. You can learn more right here.