How to Harness the Power of Love in Social Media — and Grow Your Business


Michele Pariza Wacek
Michele Pariza Wacek

In today’s internet-driven world, if your business isn’t using social media, you’re missing out.

You’re missing out on building relationships with your current and potential customers, and you’re missing out on maximizing your business growth. All the experts and gurus say so!

But sometimes all the social media stuff can feel a bit “icky,” right?

I want to offer a new perspective: Love-Based Copywriting.

First of all, direct response copywriting—from which Love-Based Copywriting evolves—is writing promotional copy designed to get people to take action, whether that action is to sign up for a free gift, sign up for a mailing list, make an appointment for a consultation, or buy an online course.

Some of what makes you feel “icky” online may be traditional direct response copywriting is that is based in fear. For instance, someone may write “Sign up for my free report now if you EVER expect to lose the weight that’s probably going to kill you.”

(Yes, I’m definitely exaggerating, but you get the point.)

It can be a challenge, can’t it?

Fortunately, there is good news. You can choose to sell with love, and base your copy on love-based emotions such as love, hope and transformation. That’s where Love-Based Copywriting comes in.

So, how DO you sell with love instead of fear? Well, to do that effectively you need to understand the truth about pain.

Here it is: YES, pain IS a part of the Love-Based Copywriting approach.

As a conscious entrepreneur, you’re probably sensitive to talking about your ideal clients’ pain. You’re trying to ALLEVIATE it, not talk about it … right?

love-based-copy-R4I get it. Talking about pain can make people feel uncomfortable.

But, I want to share a few things you may not have considered, inspired by my second love-based copy book, The Love-Based Copywriting System:

* There IS a difference between pain and suffering. Pain is real. Your ideal client is experiencing pain around a problem in his or her life.

I even believe pain is a NECESSARY part of life. If you don’t have pain in your body, how do you know something is wrong? If you don’t experience pain in some way, how do you grow as a person?

For better or for worse, pain is a part of the life we live here on earth.

Suffering, on the other hand, is a different story. It doesn’t have to be.

Suffering typically happens in a person’s mind—when he or she magnifies the pain because of fear, shame, guilt or something else. Suffering occurs.

It’s actually very important to remind people of the pain they’re in when you’re promoting your products and services. The reason is twofold: first, it shows that you understand what they’re experiencing and that you’re able to provide a solution to their pain. Second, it gives them the opportunity to decide whether they’re ready to be done with the pain and move on. If not, they’re not your ideal clients just yet.

Now, let’s stop there for a moment.

You absolutely don’t have to twist the knife to cause suffering (although some traditional direct response copywriting has roots in twisting that knife!). It’s a fine line, but a crucial one. Why?

* Pain adds urgency. You would never call your doctor in the middle of the night and say, “Oh, no! I haven’t scheduled my annual physical! Can you get me in now?” But if you broke your arm, you’d head straight to the doctor.

If you don’t gently remind your ideal clients about their pain, and about the urgency of moving away from it, they may believe that they can work with you … later. One day. And of course, they may never actually do so.

That doesn’t mean the pain goes away. In fact, you may end up causing suffering, because the pain stays or increases when your potential clients don’t know that working with you will alleviate their pain.

* It’s a fact: people stand in their own way all the time. Unless you actually remind them they truly are IN pain when reading about your offering, they will be far more likely to brush it under the rug. By reminding them, you give them the gift of being able to choose whether they are ready to move forward.

* Your sales process should mirror the transformation your ideal clients will get when they work with you or buy your products. If you are a transformative teacher or coach, you already know there’s going to be some pain when folks transform. If you don’t give them the gift of going through their pain in your marketing or selling process, they may decide in the middle of working with you they’re not ready to move forward — and that’s when people disappear, drop out or even ask for refunds.

* If you don’t talk about the pain, your ideal clients may never actually put two and two together that your product or service will actually solve their pain. If you aren’t clear about WHAT the pain is and WHY your product or service will alleviate it, they’ll probably walk right by you to someone who is.

* Imagine how good it will feel when you master using pain in a love-based way to help more people transform! You can truly stand in your power as a confident, successful entrepreneur, because you now know the secret of writing copy that resonates with your ideal clients.

Bottom line — if you don’t talk about your ideal client’s pain, you’re not going to reach as many people. So it’s really a disservice to NOT mention their pain.  If you don’t, they’re not going to buy. And if they don’t buy, not only will you not make the difference you long to make, but your ideal clients will remain stuck in their pain.

Wouldn’t that be a shame?

What I’ve covered here is truly just the tip of the iceberg. If you’re interested in learning more, definitely check out my book “Love-Based Copywriting System: A Step-by-Step Process to Master Writing Copy That Attracts, Inspire and Invites” on Amazon.

Michele PW (Pariza Wacek) is the best-selling author of “Love-Based Copywriting” and the owner of Creative Concepts and Copywriting LLC, the premiere direct response copywriting and marketing agency through which she guides entrepreneurs in attracting more clients and boosting their business. Grab your FREE Love-Based Biz Kit here:


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