To celebrate the release of my brand new book, “Love-Based Copywriting System: A Step-by-Step Process to Master Writing Copy That Attracts, Inspires and Invites,” I thought I’d give you a little taste of what you can expect from the book.
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.
Remember, 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!© Copyright 2015 Michele Pariza Wacek (Michele PW)