Michele Pariza Wacek, a marketing specialist who opened her own company, Michele PW/Creative Concepts and Copywriting LLC, specializes in love-based copywriting for entrepreneurs and zeros in on words people can use in their marketing and communication to persuade people to take the best action.
She is the author of two books, “Love-Based Copywriting — How to Write Copy that Attracts, Inspires and Invites Your Ideal Prospects to Become Ideal Clients” and the “Love-Based Copywriting System: A Step-by-Step Process to Master Writing Copy that Attracts, Inspires and Invites”. She preaches a simple message: love, not money, makes the world go round. She offers simple ways to place caring and compassion for prospect and customers at the forefront of all marketing communications.
Traditional copywriting is fear-based, but she says that “love-based copywriting gains trust and inspires personal respect from the very first word, and enhances the perceived value of what is offered in ways that enhance and develop effective relationships with people.”
Here are some of the ways she recommends to market and sell products and services with love, not fear.
Love-Based Tip #1: Don’t Exaggerate
Headlines seem to be more of an “exaggeration magnet.” Use strong verbs and nouns that paint a picture without going overboard.
Love-Based Tips #2: Write a Powerful Beginning
Be honest, objective, and anticipate the reactions to the words. Connect with people by using the words people actually use and don’t “dress it up.”
Love-Based Tip #3: Don’t Be Afraid To Be Vulnerable
Many times your vulnerability is what seals the deal — not your credibility. Your vulnerability makes you relatable and if you can’t relate, you can’t help them.
Love-Based Tip #4: Stick With What Works
When working on your big picture overview don’t feel the need to distill everyone’s experiences into some cute, clever, elevator pitch. Part of being love-based is being simple — just say what you mean and be clear, concise, open, and respectful.
Love-Based Tip #5: Amplify Emotions, Not Pain
Amplifying the emotion can be extremely powerful, but amplifying the pain can push your copy into fear-based marketing. Use both techniques – amplify and resolve – in the same breadth so the overall feeling you leave your ideal prospects with is that of moving toward pleasure.
Love-Based Tip #6: Make Peace with Money
Be comfortable with whatever price you are charging for whatever product or service you’re selling. If you’re uncomfortable with the price you are asking — people will immediately sense it. Set your price to reflect the value.
Love-Based Tip #7: Give People a Safe Space to Make a Decision
This is a place where they can figure out if they are truly ready for change and can then make a comfortable decision – either yes or no. Give people the time, space and the information they need to make up their mind about what they truly want. Create a compelling buying environment that brings people to that crucial pause where they see what they need and that you can meet their needs.
Love-Based Tip #8: Watch the Hype in Your Testimonials
Stay away from exaggeration and hype. Stay with simple clear, provable statements from people that relate to your prospective clients.