“The highest good is like water.
Water gives life to the ten thousand things and does not strive.
It flows in places men reject and so is like the Tao.”

-Tao Te Ching, Verse 8

Water always finds the path of least resistance. It never strives uphill… it doesn’t defy the law of gravity. It naturally finds the shortest, most direct path from A to B.

I’m fascinated by the spiritual concept of “flow”.

I try to live “in the flow” in my personal and business life… and even though I work on a daily basis to build my business, I’m always looking for the path of least resistance… and that path is usually in the form of “letting go” and letting the Universe take you where it wills.

Your marketing and sales copy should live in the “flow”, too. Your reader should never feel it is “work” to read your copy. The path should be easy… light… completely absorbing, such that nothing else matters but the present moment—what your prospect is currently reading.

Joe Sugarman called this concept the “greased slide.” Once your prospect gets on, there is no getting off until you reach the end.

That’s why flow is a critical element in your copy. The moment it starts feeling “clunky” or “awkward”, you’re in danger of losing your prospect.

Let there be nothing to interrupt the logical flow, emotional flow, rhythmic flow of the copy once your prospect “gets on”.

Edit, edit, edit for a natural, flowing “feel” to your copy. Keep your reader sliding down that greased slide all the way to the call to action.

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“And, behold, the Lord passed by, and a great and strong wind rent the mountains, and brake in pieces the rocks before the Lord; but the Lord was not in the wind: and after the wind an earthquake; but the Lord was not in the earthquake: And after the earthquake a fire; but the Lord was not in the fire: and after the fire a still small voice.”

-I Kings 19: 11-12 (KJV)

The prophet Elijah did not hear God in spectacular thunder, earthquake, or fire. He heard him—and connected with him—through the still small voice. The NIV refers to it as “a gentle whisper.”

It is an intimate voice—one full of love and unconditional acceptance. It is the ultimate expression of Empathy, Integrity, & Authenticity.

In the same way, you cannot connect with your prospects with bombastic hype, over-the-top claims, and a “screaming” tone.

You connect by being real, down to earth, and subtle in your sales approach… not by sounding “salesy”.

You connect by gently arousing core desires, which are naturally clothed in emotion… and not by “forcing” emotion with a forest of exclamation marks.

You connect by understanding what your prospect truly wants and showing him how to get it… not by “hammering” him with your sales pitch.

A good sales letter is more like Jiu Jitsu than Kung-Fu. It naturally diffuses skepticism with subtle trust-building elements… it persuades under-the-radar… it eliminates objections before they even come up…

The “still small voice” is infinitely more powerful and persuasive than “yelling and screaming”.

It is through an intimate tone—just as you would write to a dear friend—that helps create a deep bond of trust between you and your prospect. Use the “still small voice”… and watch your sales go up.

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“The good man brings good things out of the good stored up in his heart, and the evil man brings evil things out of the evil stored up in his heart. For out of the overflow of his heart his mouth speaks.”

Luke 6:45 (NIV)

You can only speak—or write—from that which is already inside you. Which is why your own mental and spiritual evolution is your life’s highest purpose. It’s not so much where you live, or what you happen to do for a living. It is how you live your life… it’s whether you are spending each and every day furthering your own evolution.

As you evolve, your very thoughts begin to change. And when your thoughts change, your words change. And when your words change your actions change. And when all three changes, your results change.

Words are driven by thoughts. Thoughts add power and impact to your words, and “bringeth forth that which is good” (KJV).

Your words—written or spoken—reveal much about your mindset and who you are being. They are declarations of intent. They are windows into the soul.

They build trust… or erect walls of skepticism.

They forge a connection… or communicate apathy.

They have the power to attract attention… elicit emotion… arouse desire… and move to action…

…or leave your prospect cold and uncaring.

Words are a force of the universe as pervasive and omnipresent as gravity. They have spiritual power. They have an attractive power.

Choose them wisely.

Yours in Spirit,

Joshua Aaron Stanley
The Spiritual Copywriter

P.S. Want to know the system behind Spiritual Copy, and how you can turn your marketing message or sales letter into a powerful force of attraction? Just click here.

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“No one who has left home or brothers or sisters or mother or father or children or fields for me and the gospel will fail to receive a hundred times as much in this present age (homes, brothers, sisters, mothers, children and fields—and with them, persecutions) and in the age to come, eternal life.”

-Mark 10:29-30

When you create your marketing message or sales letter from a place of Empathy, you are leaving your world (home, family, fields, etc.), and entering the world of your prospect.

Copywriting is not about what you sell. It is first and foremost about your prospect.

The central theme of Jesus’ message was love: God’s love for us, our love for God, our love for ourselves, and our love for others.

Empathy is all about demonstrating that love in your thoughts, words, and actions. In copy, it is demonstrating you know, understand, and can identify with your prospect… and that you can offer a real solution to his problem, need, or desire. You are leaving your world “for me and the gospel [of love].”

When you truly connect with your prospect in this way, you’ll get much better response rates from your marketing. You’ll “receive a hundred times as much in this present age and in the age to come.”

“And with them, persecutions?”

Isn’t it true that no matter what you stand for, there will be those who criticize? And isn’t it also true that the more successful you become with your message, the louder and more rancorous the criticism?

There will always be those who “call your good evil.”

The only way to avoid criticism is to say nothing, do nothing, and be nothing… But then again, you’ll just receive criticism of a different sort.

Follow the path of love in life and in business, and you’ll be rewarded in this world and the next.

Yours in Spirit,

Joshua Aaron Stanley
The Spiritual Copywriter

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Success leaves clues. And the most gifted spiritual teacher ever to walk the Earth certainly left them, too.

Two thousand years ago, humanity was in desperate need of a spiritual awakening. But salvation had to come from the right person—not just anyone selling “awakening”.

It had to come from a Christ. Which means Jesus of Nazareth could not save mankind until he proved himself as the Christ. Without becoming the Christ, he would have been just another insurgent among countless thousands to hang on a cross.

But the Great Master proved by his words and actions that he had a level of Integrity, Empathy, and Authenticity greater than anyone else in history. “He was without sin,” as the temptation in the desert vividly illustrates.

And because of that—because of who he is—he has become an inspiration and the source of spiritual awakening for billions.

So here is “The Pattern” for success: Jesus of Nazareth first BECAME—he became the Christ. Then he DID. (He demonstrated the path of ultimate spiritual enlightenment to those desperately in need.) Now he has over a billion followers.

Only by BECOMING and DOING did he HAVE.

Let’s look at how this process can enlighten your marketing philosophy, and turn your sales messages into a powerful force of attraction…

You see, marketing or copywriting is never about “what you sell.”

It is first and foremost about the prospect—who he is, what’s important to him, what resonates with him, and what his needs are… (Without a need, there is no problem, and therefore no need for a solution.)

Then, it is about who you ARE as a person—your Integrity, Empathy, and Authenticity…

Only then is it about what you can DO for your prospect—how you can solve a vexing problem and make his life easier…

It is never about what you “sell”.

And that is why most marketing fails. It fails to connect with the prospect… it fails to communicate Integrity, Empathy, and Authenticity… and it fails to solve a problem or fulfill a need or desire.

Follow “The Pattern”. It is the road map for success.

Yours in Spirit,

Joshua “Aaron” Stanley
The Spiritual Copywriter

Download my FREE eBook, “Spiritual Copywriting.”

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