Stick Like Glue Radio #179 On this special episode of Stick Like Glue Radio, I interview Michele PW (Pariza Wacek), the best-selling author of “Love-Based Copywriting” books that teach how to write copy that attracts, inspires and in-vites! Michele is the founder of Creative Concepts and Copywriting LLC. Don’t miss this powerful show!
On this special episode of Stick Like Glue Radio, I interview Michele PW (Pariza Wacek), the best-selling author of “Love-Based Copywriting” books that teach how to write copy that attracts, inspires, and invites! Michele is the founder of Creative Concepts and Copywriting LLC. Don’t miss this powerful show!
Main Questions Asked:
What is love-based copy?
What is the problem and agitate fear-based copy?
What are the three foundational pieces you need to have in place in order to craft good love-based copy?
What is the best way to get started writing love-based copy?
Is it getting more difficult with email regarding open rates?
How does copywriting translate into writing headlines?
Key Lessons Learned:
Copywriting and Connection
Traditional direct response-based copy are sales letters. This allows you to market from one to many, but a lot of people don’t like how ‘salesy’ this format feels.
In order to compel anyone to take action, you have to engage the emotions.
You can either connect with fear-based emotions or love-based emotions.
The emotions are: anger, grief, fear, anxiety, worry, shame, or guilt.
This approach is about the ends justifying the means, and doesn’t mater how you get someone into your program as long as you get them.
Whenever you turn to fear, regardless of the percentage used within the whole campaign, it turns it into fear and taints the love-based emotions.
When you ‘agitate the pain,’ you turn it into suffering (which takes place in your head).
Fear-based copy is easier to write than love-based copy.
The emotions are: love, hope, connection, pain, and honor.
We need pain to grow spiritually and emotionally.
This is about choice and educating people on the consequences of their choices, but ultimately letting them decide.
This love-based approach ‘explains’ rather than ‘sways.’
Your mindset needs to be from a place of abundance and giving people space to make a choice
Be truthful. If you feel you have to lie or exaggerate, then you are probably getting into fear.
Three Foundational Pieces
1.Knowing your ideal clients
The term ‘ideal client’ is preferred over niche or target market, as those are externally driven. Ideal is internally driven.
In order to write to someone, you need to be able to know them on a deep level and understand their core beliefs. This means knowing the psychographic, as well as the demographic.
2. What is keeping you up at night? (Pain)
Your ideal clients are in pain and need your product or service in order to get out of it.
It’s disrespectful not to talk about the pain, as it is dishonoring them.
Respectfully bring up the pain without agitating it.
3. Your Mindset
Be committed but not attached to a specific number.
This is about the abundant mindset rather than the poverty mindset.
Most headlines are love-based and about hope.
If you over exaggerate, then you are promising false hope, which is fear-based.
The better headlines are about curiosity, a story, or showing you what is possible.