Beyond copywriting: Love letter marketing

by | Sep 23, 2013

love_letter_marketing_9-2013Last week I held a coaching call for The Goldilocks Strategy for Getting Clients that Fit Just Right, and the topic of copywriting came up. Language is an important piece of the Goldilocks Strategy, and we talked about some of the principles and tools I teach for uncovering the words and phrases that will connect with your just-right clients. But then…

…I hung a left.

I told my students to drop the strategy and techniques and simply write a love letter to their prospective clients and customers. 

I’m not saying that we shouldn’t learn and use strategies and techniques. I believe in the ones I teach in Goldilocks. They are proven to work, and they are infinitely adaptable to reaching your just-right clients with integrity and grace. But no strategy or technique should overpower your natural voice and your sincere intentions for your just-right clients.

I knew immediately that I wanted to share love letter marketing in this week’s ezine. I thought about it for a while, and I considered various ways of writing the article. Nothing quite worked.

And then I saw it. Rather than trying to tell you how to write a love letter (ugh), I’d show you one.

And here it is.

Love letter to a future coaching client

Dear future client,

I’ve been thinking about you a lot lately.

I’m deeply moved by your commitment to working on yourself and your search for spiritual growth and insight. I appreciate so much the courage with which you face what you might call your demons or simply your “stuff.” And I know you sometimes feel frustrated and sad because, in spite of significant breakthroughs, you still get stuck. I’ve heard you ask if and when you will ever be free of the old patterns, and I know you sometimes judge yourself harshly for what you see as backsliding.

Believe me, I get it. From the time I was very small I’ve sought emotional freedom and spiritual realization. When I was very young I thought in terms of pleasing God. Since then at various times I’ve thought in terms of conscious contact with a Higher Power, connection with the Divine, or being an emerging face of God. But always there has been a longing for deeper connection and realization.

Like you, I thought that the way to achieve emotional freedom and spiritual realization was to work on myself. And like you, I was up for it. I was willing to do whatever it took to wake up, be whole, and experience direct connection with whatever it is that we call God, Mind, or Source.

I have come to see that working on ourselves can actually obscure the realization of our true nature. Rather than being things we need to attain, emotional freedom and spiritual realization are our birthright, our default settings. When we try to achieve them, we are like a dog trying to catch its tail. No matter how hard we try, we can’t catch what we already have. No, not what we have, what we are made of.

When we stop trying to fix what doesn’t need to be fixed, we free up enormous reserves of creative potential. Understanding that nothing outside of us can take away our innate wellbeing or prevent us from accessing wisdom, we are free to just try stuff. And when we try stuff, invariably some of it works. And as our understanding of the real nature of the human experience deepens, we become more resilient and innovative. We naturally live with more verve and engagement.

I know how important your work is to you, and I know you have the dream of sharing it more widely in the world. In the past I would have worked with you to identify and undo the blocks that were keeping you from creating a thriving business or career. Now I see a far more direct, kind, and effective way to create what you want to create in your personal and professional life.

I’m so moved by this new understanding that, for the first time in years, I am opening my individual coaching practice to new clients. In the coming months I will work intimately and at a deep level with five people as they unleash their creativity, hook up to genius, and take bold action to create their dreams. I would love for you to be one of these people.

If this resonates, and you’d like to have a conversation about this, drop me a line. I’ll get back to you right away to schedule a phone or Skype meeting. And whether or not it feels like a fit, know that I’m holding you in my heart.


Who do you love?

Now it’s your turn. Think of a specific real person you’d love to work with. Take some time to connect with them in your mind and heart. Reflect on why you’re thinking about them, how you value them, and how you would like to help.

Then write them a love letter. And remember, love has no strings attached. This is not about predicting or managing outcomes. It’s about putting your love out into the world and letting go of the results.

Yes, my letter is for real

The love letter I wrote is for real. If you feel like it was written for you, you are probably right. Let’s talk. No strings attached.

Main article photo credit: Denise Day Smith via Flickr.