Category Archives: Copywriting

The One Element of Copywriting That Gets People to Buy—and How to Make It Work for You

Effective copywriting contains so many elements: headlines, subject lines, features, benefits, bullet points, P.S.s, pain points … oh my!

And they’re all important.

But ONE of those elements in particular is like the holy grail of marketing. It’s the one item that can get a prospective buyer to click “buy now” rather than going on to the next email in their inbox.

What is it? And how do you write it so it’s effective?

Not to worry, I’m sharing it all, on the Love-Based Business blog:

The Bullet Point: The Holy Grail of Copywriting

What If You Could Sell More … with Love?

Sales copy. Direct response copywriting. Marketing copy.

These words and phrases often strike right to the heart of many conscious or spiritual entrepreneurs.

Why?

Because in many cases, traditional direct response copywriting can feel inauthentic and sales-y.

Have you ever stopped to think about why that is?

A lot of traditional direct response copywriting is based on tapping into fear-based emotions like guilt, scarcity, and shame (and, of course, fear).

Effective copywriting does need to tap into emotions, but what if I told you there is a different approach—one that is effective while allowing you to feel authentic?

You DO have a choice.

And you can choose to write love-based direct response copy.

I explain it in a post over on my new blog:

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

Why the Road To Perfection May Run Through Imperfection (A True Story)

This post is dedicated to all of you who want your “gift” to be perfect before releasing it to the world. I’m talking about those books and info-products and any other projects that aren’t quite ready and need “another round of edits” before they’ll be “perfect” and ready for the world.Musings_02

August 2014, I released my first Love-Based Copywriting book. While on so many levels it was a big hit (the comments and feedback I received took my breath away — people telling me my book and message made such a huge impact on their business and life) it was also pretty flawed:

* The title wasn’t quite right. This is evidenced by some of the comments on Amazon — if you look you’ll see several pretty negative reviews, which were very difficult to read and process.

Now, once I was able to soothe my very hurt writer’s ego (which included a lot of angst where I obsessively looked at other books and said “they don’t have negative reviews like that, what’s wrong with my book?”) I realized that the problem was the title promised something the book didn’t really deliver (and even though I tried to fix expectations in the intro of the book, I clearly wasn’t successful). The reviews I’m talking about are the ones who comment on the teachings in the book — the ones that attack my writing style, including one memorable one that said the book was “absolutely dreadful” and I’m “writing to a 6-year-old” I can’t do much about except to acknowledge you just can’t please everyone.

So clearly the book was flawed. And yet, I still released it. Continue reading

So, You’re Thinking About Writing a Book? Lessons Learned From Launching on Amazon Kindle

You may have seen my launch last week for my “Love-Based Copywriting System: A Step-by-Step Process to Writing Copy that Attracts, Inspires and Invites” which was super fabulous on so many levels (not to mention generating a lot of interesting blog post ideas for me).lbc_book_kindle

So, today I thought I’d start by sharing a few takeaways around doing a Kindle launch.

First off, this isn’t my first rodeo, and if you want to check out my other articles regarding launching on Kindle here they are:

Post-Mortem — Anatomy of a Successful Amazon Kindle Book Launch (“Love-Based Copywriting” Book) part 1

Post-Mortem — Anatomy of a Successful Amazon Kindle Book Launch (“Love-Based Copywriting” Book) part 2 — What went wrong?

What I wanted to cover today is more around what your goal is for writing and publishing a book.

Look, there are a lot of really great reasons to have a book. If you are a business owner, there is nothing that sets up your credibility like having authored a book. (And, it pains me to say it, but having been involved with those collaborative books where everyone provides a chapter, it’s just not the same for your credibility than handing a prospect an autographed copy of YOUR book. Not to mention handing YOUR book to radio/podcast/television hosts.) Continue reading

3 Tips to Get Started Writing Love-Based Copy

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. lbc_book_kindle

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.

Continue reading

3 Keys to Writing Love-Based Copy

If you’re like most conscious, heart-centered entrepreneurs, experts, healers, coaches, speakers and authors, you probably have a love-hate relationship with direct response copy (which is copy pieces like emails and online sales letters that inspire you to take action, nothing to do with protecting your intellectual property or putting a copyright on something).DoItForYou_03

You know direct response copy can help you grow your business and get your gifts out into the world in a bigger way, (not to mention bring to life that elusive “make money while you sleep” notion you keep hearing about). But it makes you feel “yucky” — doesn’t it? It doesn’t feel authentic to you, your business or your brand, and even feels slime-y and sales-y.

So what do you do?

Until now, your choices were to suck it up or just suffer knowing you’re never going to grow your business, or make the big difference you were meant to make. But with love-based copywriting, all that changes.

Now you can enjoy the results of direct response copywriting without suffering through the icky-ness. And that’s because a lot of traditional direct response copy is fear-based, which means it triggers emotions like fear, guilt and shame. But you don’t have to trigger those emotions, you can instead trigger love-based emotions such as love, hope and respect.

So how do you do that? Below are 3 keys to get you started. Continue reading

It’s here! Free book to help you sell with love, not fear

Today is the day! My “Love-Based Copywriting — How to Write Copy that Attracts, Inspires and Invites Your Ideal Prospects to Become Ideal Clients” is officially being launched!
And to celebrate, I’m giving it away for free on Amazon Kindle for 5 days — just go here to download it:

>> Download Love-Based Copy Book For Free <<

Don’t have a Kindle? No worries! You can use a free Kindle app on your computer, smart phone or tablet to read it.

(And if you don’t want anything to do with Kindle, just email Info@MichelePW.com and I’ll send you a PDF.)

I’ve been meaning to write this book for, well forever I think, because for years I’ve been hearing over and over how much conscious, heart-centered entrepreneurs just like you hate traditional direct response copy. Too pushy, too sales-y, too hype-y, too slime-y.

That’s because traditional direct response copy is based on fear — which means it triggers emotions like fear, shame, guilt, etc.

I propose a NEW way of using direct response copy, which is based on love, and attracts, inspires and invites your ideal prospects to become your ideal clients.

If you like the sound of that, then all you need to do is click on the link below to download my new Love-Based Copywriting book for free (and I would adore it if you also left a review as well).

>> Download Love-Based Copy Book For Free Until Wed <<

Some Final Thoughts on the Right Way to Using Pain in Your Marketing

So I started this week with my podcast “It’s Not Enough to Just Use Pain in Your Copy/Marketing,” which covered a more advanced way of looking at pain in your marketing — specifically that there are 2 levels of pain.DoItForYou_03

There’s the “dull ache” pain, which, while irritating, is tolerable and therefore isn’t enough to convince your ideal prospects to take action and actually do something about it (and a lot of times you end up here when the pain you put in your copy is too vague). Then there’s the sharp, “I’ve got to get this outta of my life NOW” pain, which is where action happens — your ideal prospects not only invest right now, they’re also far more likely to work your program and see the transformation.

If you haven’t already, I would encourage you to listen so you can hear the whole picture (I also include real life examples to help you implement this in your own biz).

Then I talked about how to reframe pain in my article “Pain versus Pleasure – A Reframe of Using Pain in Your Marketing” yesterday.

Today I want to just close the loop and give you a few tips on the best way to use pain in your copy. Continue reading

Pain versus Pleasure – A Reframe of Using Pain in Your Marketing

If you’re like a lot of entrepreneurs, you’ve probably heard that you need to use pain in your marketing if you want to be successful (more specifically, you need to put your ideal client’s pain in your marketing materials).

And if you’re also like a good number of entrepreneurs (particularly conscious, heart-centered ones) you’re probably uncomfortable using pain in your marketing and would rather just focus on the pleasure or transformation.

Well, I’d like to give you a different way of looking at using pain in your marketing. I feel like it’s a disservice to your ideal clients to NOT use pain in your marketing.

Here’s why. Continue reading

PW Unplugged Radio — It’s Not Enough to Just Use Pain in Your Copy/Marketing

Play

In today’s episode of PW Unplugged Radio, it’s just little ‘ole me again so I decided to take advantage of that and give you a more advanced training on how to use pain vs pleasure in your copywriting and marketing.

PW-Unplugged_01In fact, what I share today is something even successful entrepreneurs miss in their marketing (and I know this because I’m often the one called in to help them boost their sales and this is the mistake I see). I include 2 examples as well to help you apply what I teach in your own biz.

Love to hear your thoughts so share below (plus if you want to share some of your own examples of using pain in your marketing I would love to see it). Enjoy!

 

Ask PW — When is it time to hire a copywriter?

This is another question I hear when entrepreneurs and small biz owners ask me about working with my company. They wonder if they’re big enough or if it’s a good use of their money or if they would be better off waiting until they have their ducks in a row.Ask PW

And it’s a fair question. Especially when you’re either first starting out or you’ve hit a ceiling in the income in your biz and you KNOW you need to invest to grow, but you don’t have nearly enough income to invest in everything you need — which of course means you need to make choices.

So here are 3 questions to ask yourself to see if it’s time to hire a copywriter:

• The project you’re looking to get some professional help is something that could be a major income generator in your biz — therefore it makes more sense to invest because you know the return could be massive. (And, conversely, if it fails it could really put a crimp in your income goals.) Or it’s something that’s going to get a great deal of attention — such as the home page of your website — so you know it needs to be fabulous.

• You know your time is better spent doing other activities than writing your own copy. While it may still feel like a risk, you know at the end of the day if you didn’t have this pile of copy on your plate, you could be that much more effective in your your biz. (Or you know what you want to be spending your time on will make you just as much or MORE money than you struggling to write your own copy.)

• You’re tired of going about it alone and getting lackluster results. You really don’t feel like going through one more copy product or book to try and figure out yourself what you’re doing wrong and you’re ready to step up your game and get it done right.

• And I thought I’d throw in one more bonus reason — you know it’s time. You can feel it — it’s time to find a copywriter and start building a relationship with them.

Now, of course, deciding it’s time to hire a copywriter is just the first step. If you want some help with the actual hiring, I’d like to invite you to check out my Kindle report  ” 5 Mistakes Entrepreneurs and Small Business Owners Make When They Hire a Copywriter and How to Avoid Them. PLUS 10 Questions You Should Ask/Tasks You Should Do BEFORE You Hire a Copywriter.”

Here’s the link to check it out — http://tinyurl.com/hirecopywriter

(And if you check it out today you can still get it for free.)

So what are your thoughts about whether it’s your time to hire a copywriter? Do you have any tips that have worked for you? Please share below in the comment section. Or if you have a question about marketing, business or writing copy, feel free to put in the comment section and I’ll answer those in a future Ask PW column.

3 Keys to Writing Copy that Attracts and Invites (and Doesn’t Feel Sales-y and Slime-y)

If you’re like so many conscious/heart-centered entrepreneurs, a lot of traditional copywriting probably makes you pretty uncomfortable. (Copywriting is writing promotional materials, nothing to do with protecting your intellectual property.)

But everyone tells you that you need that “type of copy” if you want to make money.

So what do you do? Make money and feel slime-y and sales-y with the copy you’re using — or don’t make money, but feel like your copy is at least aligned with your core values?

Well, I’m here today to say it IS possible to do both — write copy that attracts, inspires and invites so you make money AND feel good doing it.

And I’m going to share 3 keys to get you started.

1. Know your ideal clients. I’m a big fan of ideal clients. Because unlike target markets or niche markets, your ideal clients are the heart and soul of who you’re meant to serve.

You see, target markets and niches are more about the external — their demographics. Ideal clients are about the internal — what drives them, what gets them up in the morning, what keeps them awake at night… what their core values are.

And if you base your business and your marketing around that, you’re going to attract the perfect clients into your business — the ones who you love to work with and who love working with you. (Doesn’t that feel fabulous?)

Now if you haven’t done this before, I really encourage you to do this exercise — I want you to create your ideal client avatar. Spend some time getting to know your ideal client. It doesn’t matter if he/she is real or in your head; either way it’s a big help to do this.

Start by writing out a detailed description of that person. Be as complete as possible. Then I want you to post it, so every time you sit down to write copy, you see your ideal client.

You may want to add a picture as well so you can really “see” your ideal client as you write.

Now once you have your ideal client set, then you can move to the second key.

2. Pretend you’re writing a letter to a friend, NOT writing marketing copy. If your friend came to you and told you about a problem she had, and you KNEW you had the perfect solution and wanted to help, how would you craft that letter? You would be passionate, right? And you would probably also be very comfortable asking her to take action, because you know in your heart if she does, her life will change.

Well I want you to bring that same passion into writing your marketing copy. You care about your ideal client, right? So you ARE writing to a friend — a friend who has a problem you can solve. And you know how wonderful your friend’s life will be once she’s solved the problem.

That’s the place to come from when you write. And when you do, all the hype-y and sales-y stuff melts away.

3. Focus on their transformation. Now you’ve probably heard “write benefits and not features,” and that’s true — I want you to do that. But even more than that, I want you to focus on the transformation: how much your ideal clients’ lives will be transformed once they’ve bought your products and services.

If you focus your copy on that — writing “you” instead of “I” (in fact, you should have a 2:1 or even a 3:1 ratio of “you” to “I”) and how your product or service will transform your ideal client, they’ll be that much more excited to work with you.

Here’s a free resource to help make 2014 AWESOME

If you’re like many entrepreneurs, you took the time over the holidays to do some biz planning for 2014.

Yay!

But… (there’s always a “but,” isn’t there?) are you now freaking out a bit? Every time you look at or think about ALL the things you want to get done this year? Wondering who the heck is going to get all of this stuff done? Afraid it may be YOU staring at a bunch of late nights and lots of coffee being consumed?

That’s where hiring a team comes in, right? And maybe it’s time to hire a copywriter to not only take the writing off your plate but to also get you better results with your marketing. (Especially if you’ve tried doing it all yourself in the past only to be less-than-thrilled with your results.)

The problem is, how do you know if the copywriter you want to hire is the right one for you? Someone who will help you grow your biz AND be someone you enjoy working with? Ah, that’s where I come in. I’ve prepared a Kindle report ” 5 Mistakes Entrepreneurs and Small Business Owners Make When They Hire a Copywriter and How to Avoid Them. PLUS 10 Questions You Should Ask/Tasks You Should Do BEFORE You Hire a Copywriter.”

And as my gift for you, you can get it for free on Kindle from now until Monday, January 20. Just go here.

(You don’t even need a Kindle — if you have an iPad or tablet with a free Kindle app that works too!)

This report is a great resource to have on hand not only when you’re getting ready to hire the perfect copywriter to take your biz to the next level but also to get yourself prepared when you’re ready to hand over a copy project.

Here’s the link again to download it — and if you like it, would love to have you share a review as well!

Ask PW — Is it possible for a copywriter to capture your “voice?”

Ask PWI get this question a lot from entrepreneurs and biz owners who really would love to outsource their copywriting but are afraid their voice will be lost in the process.

And first off, I want to say I get it. Making sure your voice is reflected in your emails, sales letters, opt in pages and other sales materials is very important as this is a big piece of how you connect with your ideal prospects and clients.

And the answer is — yes it IS very possible. Now it may not be 100% and it may not happen right away, but it can happen.

Most writers do have the ability to mimic other writing voices. Probably not all voices, (and how many voices any one writer can mimic depends on the skill of the writer), but it’s very possible to find a writer who can come pretty close to mimicking your voice.

But the problem is you need to make sure you choose the correct writer — one who actually can mimic your particular voice (i.e. just because a writer can mimic your entrepreneurial friend’s voice doesn’t mean he/she can mimic your voice) and also who is actually interested in matching your voice. (It’s the old adage, just because someone can do something doesn’t mean they want to or will do it.)

This is one reason why working with a copywriting company, such as the one I own, makes sense. Since I have a team of writers working for me, it’s far more likely we can find a good match for you since we have a variety of writers (and styles) to choose from.

In addition to that, I’ve also worked out a “copy style sheet” where for our regular clients, we create a style sheet to help us consistently match voices.

If you’re thinking about hiring a copywriter to help you meet your 2014 goals and want more information so you make the right decision, I’ve put together a Kindle report “5 Mistakes Entrepreneurs and Small Business Owners Make When They Hire a Copywriter and How to Avoid Them. PLUS 10 Questions You Should Ask/Tasks You Should Do BEFORE You Hire a Copywriter” (and watch this space for a special offer on this report starting tomorrow).

So what are your thoughts about making sure your copywriter gets your voice? Do you have any tips that have worked for you? Or problems you’ve encountered? Please share below in the comment section. Or if you have a question about marketing, business or writing copy, feel free to put in the comment section and I’ll answer those in a future Ask PW column.