Aspire Magazine: Inspiration for a Woman's Soul.(TM) Feb/Mar 2019 Aspire Magazine Full Issue | Page 78

stronger brand than a business built using
fear-based tactics. When you bring people
in using fear-based emotions, even if they
didn’t consciously know, they felt it. Now
for some people it won’t bother them, but
for others that uncomfortable feeling will
stick, and they may never feel completely
comfortable with you or your business.
but your cat will die.” It’s about chasing after
potential customers to wrangle them in.
Love is about choice. Love is about educating
and then standing back and giving people
a choice of what they want to do. Just like
I am educating you about love-based and
fear-based and then stepping back so you
can make the choice on which business you
want to build.
It really IS your choice. I’m simply here to
educate you on your options.
(A note about fear-based — sounds super
judgmental, doesn’t it? I don’t actually mean
it to be, because I’m sincere about giving
you a choice. But the problem is, fear-based
businesses trigger fear-based emotions.
That’s what is going on, and for better or
worse, that IS its name.
Also, fear-based marketing and copy tends
to create more refunds than love-based, so
even if the gross sales are higher with fear-
based, you may have a higher net with love-
based because you’ll have fewer refunds.
And with the higher refunds means you’ll
have a larger pool of people out there who
aren’t happy with your business—hence the
slow erosion of a brand.
And, I also feel like there needs to be a
strong dose of giving people space to make
a choice, and being committed to them
taking action but not attached to what that
action should be.
Fear-based is all about control. It’s about
“my way or the highway.” It’s about “if you
don’t buy my product, you’re not only an idiot
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As I mentioned earlier, as humans we’re a
bundle of emotions, both fear and love. And,
for better or for worse, fear-based emotions
do play an important role in our lives as
humans. Where we get into trouble is when
we don’t feel those emotions because they
don’t feel good, and if we don’t feel them
then they tend to control us.
So, being love-based and having a love-
based business doesn’t mean you never
feel fear or fear-based emotions. It simply
means you lead with love-based emotions
and you don’t allow fear-based emotions to
dictate your actions. You make decisions
and take actions from a place of love. And
you invite your ideal clients to do business
with you by triggering love-based emotions
versus fear-based.)
Now, in addition to marketing using the love-
based philosophy, I also believe for your
www.AspireMAG.net | February / March 2019