Publish Date : December 5, 2016 | Category: ,

Ep. 56 – Love Based Copywriting with Michele PW

Today we're having Michele PW onto the show, who is the leading expert on Love-Based Copywriting, an approach that challenges the typical fear-based, pushy energy of typical direct response copywriting. If you have learned from traditional sales and copywriting experts and still have this icky feeling inside of you, and really wish there was a better way to communicate to your ideal client without feeling gross in the process, Michele's approach is probably exactly what you need. It's copywriting that FEELS GOOD and gets RESULTS too!

Time Stamped Show Notes:

  • 1:38 – Introduction
  • 6:53 – Michele was in the coaching industry and many of her friends, associates and clients told her that they hated traditional direct response copywriting and they asked her if she could come up with things like conscious copywriting or attraction copywriting and they were very helpful by giving her names but she didn’t want to come with another name rather she wanted to reform the whole direct response copywriting industry not just come up with something other than that and then have people saying if you are a real businessperson you will use traditional direct response copy if you are just a hobbyist or you are not serious you can use attraction copywriting.
  • 7:28 – In 2014 Michele’s friend came up with a book, love based marketing and that made her think about love based copy and she thought the opposite of that would be fear based copy and that’s when everything fell into place. So, to persuade people to take any action, you have to tap into their emotions and you can tap into fear based emotions or love based emotions and traditional direct response copy is tapping into fear but you don’t have to persuade people or buy your products or programs and just tap into fear, you can tap into love instead.
  • 8:33 – So there are three ways to get started with love based copy the first one is to really get to know your ideal clients and Michele prefers ideal clients over niche markets because the more you understand people’s core beliefs and their attitudes the more you can really talk directly to them because if you could write copy like you would write to a friend that’s really the key.
  • 10:10 – Michele says that you should engage and connect with your clients on a deep level because fear is really about pursuing and control but when you come from a space of love you are really educating people and giving them a choice and stepping back and allowing them to choose.
  • 10:38 – Her second tip is that you must have a love based mindset. If you slip into fear and you go chasing or pursuing or shaming people, even though you might have the best intentions that’s where the trickiness comes in so as much as possible before you start a sales conversation or before you sit down to write copy you should get yourself in a love based mindset which could be done in many ways like doing meditation or grounding yourself. Michele has come out with a book called love based money and mindset which is about ways to shift your mindset from fear based to love based.  And that’s  the hardest  thing because once  you are there a lot of this other stuff  is easy, the problem is that most  of us are  controlled by fear we are taught in  our culture to run away from your fear and if you run away  from your fear based emotions they actually control you so that’s why the more you can get into a  love based mindset the easier all of this  marketing  is going to become.
  • 13:16 – According to Michele the more you can surrender and relax, the easier it is all going to be and also you shouldn’t be attached to the outcome.
  • 15:04 – When you indulge in fear based marketing you erode your brand over time because they may not trust you.
  • 15:53 – Michele says that pain is a part of life and our ideal clients are in pain and if you don’t acknowledge that it is not very respectful and so you should speak respectfully about the pain but you must not agitate it because that turns it into suffering which is fear based. Pain is a part of life but it should not turn into suffering.
  • 19:27 – Recap.

Resources Mentioned:


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"When you indulge in fear based marketing you erode your brand over time because they may not trust you." ~ Michele PW


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Far far away, behind the word mountains, far from the countries Vokalia and Consonantia, there live the blind texts. Separated they live in Bookmarksgrove right at the coast of the Semantics, a large language ocean. A small river named Duden flows by their place and supplies it with the necessary regelialia. It is a paradisematic country, in which roasted parts of sentences fly into your mouth.

Even the all-powerful Pointing has no control about the blind texts it is an almost unorthographic life One day however a small line of blind text by the name of Lorem Ipsum decided to leave for the far World of Grammar. The Big Oxmox advised her not to do so, because there were thousands of bad Commas, wild Question Marks and devious Semikoli, but the Little Blind Text didn’t listen.

She packed her seven versalia, put her initial into the belt and made herself on the way. When she reached the first hills of the Italic Mountains, she had a last view back on the skyline of her hometown Bookmarksgrove, the headline of Alphabet Village and the subline of her own road, the Line Lane. Pityful a rethoric question ran over her cheek, then she continued her way. On her way she met a copy.


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