The rules of traditional direct response marketing require us to push on our prospects’ biggest fears and negative emotions. How is this messaging confusing to the consumer? How can we tap into the right kind of emotions? Why is it so valuable to know what’s keeping your ideal client up at night? On this episode, Michele PW talks about love-based emotions in marketing and why they are the best way to fuel your messaging. Once you get to what’s truly keeping them up at night, you’ll know the transformation they’re looking for. -Michelle PW   3 Things We Learned From This Episode Direct response tends to focus on fear-based emotions (01:43 - 02:52) The problem with traditional direct response marketing is that it relies too much on tapping into negative emotions like guilt, fear, anger, and resentment. Rather than empowering or encouraging people, it often seeks to motivate action to avoid feeling bad. Acknowledging people’s pain in a respectful manner is really important (06:49 - 09:19) Pain is a part of this life, for better or for worse, and it serves an important function in our growth. But there is a huge difference between pain and suffering. Suffering is what happens when we attach emotions to pain. In direct response marketing, people tend to agitate the pain which actually induces suffering. Through love-based marketing, there is a way to acknowledge the pain without making people suffer. Dig deep into what keeps your prospect up at night (09:32 - 09:48) It is so crucial to know the primary concern on your prospect’s mind. With that information, you can be equipped to provide the solution to their need and help them transform their lives.   People make their buying decisions with their hearts and emotions, which is something marketers can easily tap into. The problem is the damage we can do when we agitate their fear-based emotions and encourage decisions made from a negative place. Instead of using anger, guilt and fear as the basis of your marketing,  opt for love-based emotions. Connect to people’s passions, hopes, desires, and core values. Ultimately, that’s what’s going to move them.