Sales Letter Case Study: The Coming Home Retreat

Russell Touched Up 1Writing sales letters is hard. 

I wrote a whole blog post on my thoughts on how to do it in a warmer and yet still effective way years ago called Nine Thoughts on Copywriting for Hippies. So, I’ve got opinions but there’s no denying that writing a good sales letter is one of the toughest nuts to crack in any business. A sales letter is the dojo of the marketing world. It’s where you find out exactly how clear you are or not. The best resource I’ve come across on how to write a good sales letter is by Carrie Klassen and it’s called Selling Sweetly

Writing a sales letter is especially hard when you’re writing it around very personal issues such as spirituality. How can selling spirituality not feel gross?

And yet, if you run these kinds of retreats (and it’s where your income comes from) it’s only fair you articulate what it is you’re doing. 

But how?

This was the conundrum of a colleague and dear friend, Russell Scott (the handsome rogue pictured here) who I recently worked with to reword his sales letter. Here’s what he had to say about the process: “I wrote a sales letter based on a copying template I had downloaded from another coach but I just couldn’t get it right. It was awkward. In some sections it was too clinical in some it got far too personal. I was totally stuck in getting it right. I gave what I’d written to Tad and he worked it over. When I read how he had re-written it I literally cried. The whole sales letter had come alive! It was as if Tad had reached into my heart and translated into words all the compassion, care and understanding I have for the people I serve and put it on paper.” 

So, what I’d like to do is walk you through the sales letter with my commentary and show you what I came up with as an alternative that Russell loved so much. I should qualify that this was done in a couple of hours and that there is likely much more that could be done by far better copy writers than I to make this sales letter sing. But I am pretty happy with what came out. 

Coming Home

-an enlightenment intensive –

So, right away, I don’t like the phrase ‘enlightenment intensive’. It sounds like it’s promising enlightenment. Which sounds like hype. 

Ending the search.  Living a deeper life.

Ending the search? That for sure sounds like hype. Like one weekend is going to end a search humanity has been on since time immemorial? Sounds too good to be true – and therefore untrue.

A lot of people secretly wish that they could let go of the pressures of living in the rat race and come home to a deeper peace… the kind that many of the great spiritual teachers of the ages have spoken of.

Meh. This sounds ok. But a bit generic to me. It sounds like a set up for a pitch.

If they could, they’d feel more alive, happy, inspired and fully engaged with others. They’d would feel a sense of harmony with life and be a lot freer to totally be themselves.

Generic promise. I’m already not feeling much of Russell’s wonderful personality.

But right now, you walk, talk, sit, drive, work, buy, eat, sleep and dream in an endless daily cycle. At the end of the week, you stare into the TV wondering “is there more than this perpetual treadmill?” and ask “What am I obviously missing here?” There’s restlessness like something is shifting or fragmenting. You don’t know what it is or what needs to change or even if it’s a good thing. Yet something deep inside is calling your true self to come out and play but you’re trapped in the social way you are supposed to be. You’ve come to the conclusion you don’t know the one that’s been living your life. Sometimes the emptiness is downright painful. You hide it well but it’s deep…slowly eating your soul.

Here’s where I start to pull back even more. It feels like a bit of an assault. A pitch. It’s trying to be empathetic and yet I feel defensive. I feel like I’m being set up. I don’t identify with everything I’m reading. I find myself leaning away. And part of this comes from the fact that he’s speaking directly to me. He’s saying ‘you’. Which is, ironically, how we’re taught to write sales letters. Speak directly to the other person. We’re admonished, wisely I think, to remember that every sales letter we write will be read one person at a time. So, we should be writing it to our ideal clients and no one else. Sales letters aren’t read by ‘the masses’. They’re read by individuals. So, let’s write to them. Fine so far. But it’s a very modern conception of sales and communication with others to imagine that every conversation with someone should be talking directly to them using ‘you’. We forget that, since time immemorial, humans have best communicated with stories. In a story, people can identify with the parts they do, and leave the rest. A story doesn’t get your hackles up. A story doesn’t make you defensive because it’s not about you. But, in a sales letter or video when we start saying, ‘Do you ever struggle with…’ it can trigger people’s shame around those issues and also ignore how vulnerable they might feel about the issue. It forces them to confront something they may not be ready to confront. 

You’ve tried the latest self-help books and videos about affirmations, positive thinking and “the secrets” but they don’t do the trick. They actually make you more confused. The hype hurts. Maybe you’ve explored the “isms” and different philosophies, crystals, chakras, gone to healers, etc.  Maybe you have tried a religious path for awhile. You’ve gotten calmer and more relaxed but the big promised “aha” just hasn’t happened. (you’ve been told it takes a long time). Or maybe the whole guru/student thing gives you a rash so you’ve tried being an independent non-follower for awhile. But you’ve gotten lost and alone.

This might all feel true enough but it also feels like it’s setting me up for the pitch, ‘and this will be the thing to finally solve all of your issues’. 

What you really need to do is give up.

This sounds flip and condescending. He’s already telling me what to do? How the hell does he know? It seems like he’s being clever with his language on an issue that isn’t ‘fun’ for me.

That’s right…give up trying to find the answers on the outside. These are just ideas, thoughts and concepts. They are in the head. They are like a menu. They are not the food. You need to take a 180 degree turn away from books and find a proven technique that will help you experience the truth for yourself. And let go of the ridiculous idea that awakening takes a lifetime. That’s just another belief to trap you.

Intellectually, I get where he’s going but I’m feeling a bit offended by the tone. Like it’s so easy. 

I know what it’s like

That sounds salesy come out of the set up I just went through. A bit too formulaic. 

In my twenties I spent 10 years exploring every religion under the sun and reading so many books I could have started my own library. I sat at the feet of so many gurus and instead of finding peace I got athletes foot. My head I was so much in the clouds I was no earthly good.

Again, that sounds clever. Like something he’s said a lot of times. It’s kind of funny. But the issue we’re talking about doesn’t feel funny to me when I’m the one suffering. 

I just got more confused about myself and life. One day I decided I didn’t really know anything and decided to find the truth for myself.

I’m feeling connected.

It was then I discovered a method of self-inquiry that changed my life.

And now the sales pitch.

I broke through my lonely shell and experienced the magnificence of my true self. Everyday I experience the greatest gift in life… being who I really am!

Every day? Every. Single. Day? He’s enlightened now? This sounds hyped up.

I trained in this method called the Enlightenment Intensive. Since then I changed the name of the retreat to Coming Home and have mastered over 65 retreats over the past 30 years.

Whoa! That’s a lot of retreats! Maybe the man has something to say.

What is Coming Home?

Coming Home is an accelerated process of transformation that takes you to the pinnacle of self-actualization –the direct consciousness of your true Self and Life! 

Pet peeve. Exclamation marks. I hate these in sales letters. Imagine you get three of these that you ever get to use in any sales letter for the rest of your life. Ever. All too often, they trigger hype. Mostly, I  suggest people cut them out entirely.

Second thing, this claim sounds like hype. Big time. This sounds like some flavour of the month spiritual technique.

This illumination is simple, obvious and indisputable, enveloping you with sense of wholeness, completeness, peace and lightness.

Obvious and indisputable? Indisputable? This sounds like he’s not very open to feedback or dispute. And it sounds like a generic, new age pitch.

It’s like coming home after you have been lost for many years… only you come home to yourself. 

I do like the idea of coming home. That sounds lovely.

The East/West Approach

Using a self-inquiry format inspired by Zen-style contemplation on a key question such as; “who am I?” or “what is life? combined with a paired communication structure drawn from relational psychology you silently contemplate your question and then communicate the result of your investigation to a listening partner. You alternate speaking and listening every 5 minutes. Every 40 minutes you work with a different person or go on a silent walk. Meals, snack, exercise and rest are interspersed in the schedule.

I like the specifics. Though there’s an abrupt tone shift from salesy to academic here that’s a bit jarring. But it’s nice to finally get to the nuts and bolts of this. 

The Structure

Within the structure there are agreements of non-interruption, non-judgement and deep listening that help you bypass the subtle influences of “normal” relating that have socialized you to deny what is true for you.

That actually kind of makes sense. I like it. Tell me more.

You connect deeply to yourself and others and let go of layers of false beliefs and experiences that have imprisoned you in years of suffering. There are no religious ideas, dogma or philosophy taught. You learn and practice the technique and I give you guidance. It is not psychotherapy.

I like this. 

In a renewed space of openness, within 3 1/2 days you can spontaneously awaken to the magnificence of your true self!

Bah! Another huge claim that sounds inflated. And an exclamation mark. Grrr. My trust drops. 

Awakening

This phenomenon in the west has been called by Abraham Maslow “Unitive consciousness” or “Self-transcendence”. In eastern traditions it is labelled as awakening, enlightenment, illumination, self-realization, cosmic consciousness or satori. Just as technology has advanced in modern times, so too have spiritual and transformation techniques.

Not sold. Sounds like a vague attempt to rationalize hyped up new age bullshit.

When safe communication structure is added to the eastern method of contemplation, the results are remarkable. Self-realization usually occurs to 30-90% of participants. You no longer have to spend months, years or even a lifetime to awaken. 

It’s promising I’m going to awaken. Blurgh.

Is this just another “You’ll be happy for the rest of your life” thing?

Yes. That’s what it sounds like you’re saying. I’m glad you’re self aware enough to see that.

To be realistic, awakening does not mean that you will no longer have any problems or you will be in a state of bliss or happiness for the rest of your life.

What? You said you had this experience every day. This now seems like the bait and switch. I’m feeling lied to a bit. 

What it does mean is that you will be living the rest of your life more from the inner strength of your real self and less from the insecurity of a social personality. You will be more able face and transform the obstacles of your life into valuable growth experiences and achieve the kind of success in life defined by who you really are, not others. Coming home to your true self is the most precious gift you can ever give to yourself. And because we all want to relate to others who are real, you are the best gift you can give to the world!

Exclamation mark. Vague platitudes. Interest fading fast. 

 “When you know who you truly are there is an abiding alive sense of peace. You could call it joy because that’s what joy is: vibrantly alive peace. It is the joy of knowing yourself as the very life essence before life takes on form. That is the joy of Being, of being who you truly are.”

Eckhart Tolle

Eckhart can not save this sales letter right now. 

After a Coming Home retreat participants commonly report feeling:

  • More authentic
  • Peace, contentment and lightness permeating their body
  • Totally embodied as if they have finally come home to themselves
  • Loving-kindness towards themselves and others
  • Greater self-acceptance
  • Psychologically whole
  • More inner strength and inner resolve
  • Freer to express themselves around others
  • Improved intuitive ability
  • Enhanced and balanced energy levels

That all feels a bit vague. 

Participants also commonly report having greater capacity to:

  • Be open and authentic in relationships
  • Persist and accomplish personal goals
  • Face and overcome problems and difficulties
  • Fully experience love, joy and happiness
  • Understand the deeper truths in traditional philosophy and religion
  • Achieve greater mutual understanding with others 
  • Be assertive and communicate their needs
  • Find meaning, inspiration and insight in daily living
  • Make rapid progress in their personal and spiritual growth

Again, a bit vague to me.

Why can’t I just do this on my own?

Good question!

This question can be answered with another question. If you were able to do this alone how come you are still searching? There is a paradox here: You have to do this by yourself but you don’t do it alone.

I love that phrase. 

There is a great power in coming to together as a group. The energy of the group is more than the sum of everyone’s individual energy.

That energy propels you to make much greater progress than doing this on your own within the ongoing distractions in life. 

That actually makes sense to me. 

But more importantly I’ve been guiding people for over 30 years on this journey to self.

That is indeed credibility building.

I’ve been up every blind alley there is and helped thousands of people in a very short time get through barriers they have struggled with by themselves for years.

Humility is nice. And credibility is building.

Why spend any longer being blocked?

That sounds dismissive of how much I’m suffering.

You’ve got to be kidding…enlightenment in 3 ½ days?

Now I’m so confused with what he means by enlightenment. How is he defining this?

Awakening is the “direct experience of the way you actually are”. You can come to the same awareness that many of the great spiritual teachers have had. After all they were ordinary folks just like you. The difference is that people like Buddha spent many years in meditation deepening and ripening their awakening to total enlightenment.  So once you experience your true self, that’s it. The search is over.

Wait. So you’re just offering me a taste of who I am? I’ve had some ‘peak moments’ before. Is this just another one? What happens when I come down from the mountain top and get lost in the valley again?

Then the next project is to start living from the real you.

Ah. That makes sense.

That will continue to deepen what you have come to know. You will be given instructions on how to do this on the last day of the retreat.

Very curious what advice he’d offer here. 

Who the retreat is for?

  • You are looking back on your life and wondering what it is all about?
  • You are feeling empty and you are asking “who am I really?
  • There’s a sense of meaningless about life.
  • You’ve been on a spiritual path for a long time and never had the big“AHA”
  • You are not interested in following a religion or taking on more beliefs
  • You are able to take 4 days away from your job and family

 Something about the bullet points here feels salesy but enough are specific enough (especially the last two) that these could really help me figure out if it’s a fit. 

Are there any pre-requisites to take the retreat?

If you have not done the retreat before I ask that people set-up a 10-15 minutes orientation interview with me. Together we will explore where you are at in your life and what you want from the retreat. 

I’ll explain the schedule, the guidelines and the self-inquiry technique used. I’ll go over any concerns you have about diet, accommodation and health challenges you may have and then you can decide if the retreat is a fit for you. There are no subtle sales techniques. I only want people on Coming Home who are right for it. It makes for a better retreat for everyone.

I like this. That feels personalized. I like that he says ‘no subtle sales techniques’. Huge building of trust. 

 

– END OF SALES LETTER #1 – 

 

So,that was what Russell sent me. Here’s what I sent him back as a rewrite. He’s made a few changes since.

Coming Home

Ending the search. Living a deeper life.

with 

Russell Scott

If you’re reading this, you already know something: life is hard. 

I wanted to start with the truest thing I knew that might resonate with the place Russell’s people are in.

It’s full of beauty and wonderful things – but it’s also full of heartbreak.

Life feeds us but it can also break us.

So, how do we deal with it?

I wanted to acknowledge the complexity of life and the experience of the person reading it. 

In truth, I don’t completely know. But I can share what I’ve discovered in the hopes it will be useful.

For me, when people admit they don’t know everything, it’s so credibility building. I trust them more. And it’s such an ‘anti-sales’ thing to say. I felt like his first letter simplified things too much. I wanted to complicate it a bit and bring more openness to it. 

It’s not an answer but a paradox I want to invite you to sit with as you read this (we’ll come back to it later): You have to do this by yourself but you don’t do it alone.

This is an old story telling trick of starting a story and then starting another story inside of that story while promising to come back to it. It grabs people in a bit closer. It’s a nice hook. Bring something provocative or compelling up as a tease and promise to get back to it later. 

If you’re reading this, then my guess is that you have been broken a down a little or a lot by life (maybe slowly over years or maybe all at once) to a point where you know you need to dig deeper. But there’s a good chance you feel lost as to how to go about that.

To me the key phrase is here is ‘my guess’. Not making assumptions.

And I’d like to talk about a different path to spiritual growth you may not have tried (or even considered). And to invite you to come to a retreat that’s coming up soon. 

This is the beauty of being direct. The other sales letter didn’t directly say it was about the retreat until the end. Be direct. Tell them that you’ve got something to offer and that you’re going to make your best case for it to help them figure out if it might be a fit for them.

A lot of people I speak with secretly wish they could let go of the pressures of living in the rat race and come home to a deeper peace… the kind that many of the great spiritual teachers of the ages have spoken of. They want to feel more alive, happy, inspired and fully engaged with others. They would feel a sense of harmony with life and be a lot freer to totally be themselves.

But right now, they walk, talk, sit, drive, work, buy, eat, sleep and dream in an endless daily cycle. 

At the end of the week, they may stare into the TV wondering “is there more than this perpetual treadmill?” and ask “What am I obviously missing here?” There’s restlessness like something is shifting or fragmenting. They don’t know what it is or what needs to change or even if it’s a good thing. Something deep inside is calling their true self to come out and play but they feel trapped in the way they are socially supposed to be. 

This is the exact same as the words above, but I changed it from ‘you’ to ‘they’. It’s more a story now. It’s less an accusation or pitch and it’s more of him relating what he’s experienced. 

Some of them tell me that they’ve come to the conclusion that they don’t know the one that’s been living their life. They just have no idea. Sometimes the emptiness is downright painful. Most of them hide it well (some very well and you’d never guess) but it’s deep…slowly eating their soul.

As Stephen Jenkinson said, “It’s in the nature of being human to forget how to be one on occasion.” But what happens when we forget for a long time? And how do we remember. Many of the people I have worked with are in the midst of the forgetting and don’t know how to get on track.

I wanted to seed the idea that we forget and that remembering is important. 

And it’s not for a lack of trying. 

They’ve tried the latest self-help books and videos about affirmations, positive thinking and “the secrets” but they didn’t do the trick. They actually made them more confused. The hype hurts. Some have explored the “isms” and different philosophies, crystals, chakras, gone to healers, etc.  Some have tried a religious path for awhile. For most, it’s helped them become calmer and more relaxed… but the big promised “aha” just hasn’t happened (they’ve been told it takes a long time). 

Again, I switched it from ‘you’ to ‘they’. No need for the reader to get defensive. 

And, for many of them, the whole guru/student thing gives them a rash so they’ve tried being an independent non-follower for awhile. But they’ve gotten lost and the truth is that the solitary approach feels incredibly lonely.

It’s not just that they’re alone. It’s that it feels lonely. It’s vital to remember that we’re talking to human beings. Their problems are not mechanical. They are deeply felt. I’ve written about this extensively in my blog post Empathy in Marketing

I’m guessing that, in some way, you can relate to this.

Again, guessing. Not stating definitely. Just supposing. This lets the reader confirm that it’s true. 

And if you can, this is what I want to say to you: What you really need to do is give up.

That’s right…give up trying to find the answers on the outside. These are just ideas, thoughts and concepts. They are in the head. They are like a menu. They are not the food. You need to take a 180 degree turn away from books and find a proven technique that will help you experience the truth for yourself. And let go of the idea that awakening takes a lifetime. That might just be another belief to become trapped in.

I left  this in because it didn’t feeling quite as abrupt and insensitive with a more sensitive intro. Reading it now, I’d probably still want to rework this. 

I know what it’s like…

In my twenties I spent 10 years exploring every religion under the sun and reading so many books I could have started my own library.

And I learned something very important – that the easiest way to avoid meditation… is to read books about meditation. A wise Hawai’ian Kahuna once said, ‘The shadow side of knowledge isn’t ignorance. It’s theory.’

This felt like another important premise to seed. The difference between theory and experience. He’s offering an experiential retreat. This distinction needs to be crystal clear. 

I sat at the feet of so many gurus and instead of finding peace I got athletes foot. I was so much in my head I was no earthly good. I just got more confused about myself and life. One day, I decided I didn’t really know anything and decided to find the truth for myself. It was then I discovered a method of self-inquiry that changed my life. I broke through my lonely shell and experienced the magnificence of my true self. Everyday I experience the greatest gift in life… being who I really am. I trained in this method (called the Enlightenment Intensive). Since then I changed the name of the retreat to something that felt more true to what my experience of it was: ‘Coming Home’ and have led over 65 retreats over the past 30 years.

Coming Home

What is Coming Home?

Coming Home is a simple but beautiful process that weaves together community and inner contemplation to bring you back to an experience of wholeness, completeness, peace and lightness. It’s like coming home after you have been lost for many years… only you come home to yourself.  

“community and inner contemplation” seemed like a simple way to put it. 

The East/West Approach

Using a self-inquiry format inspired by Zen-style contemplation on a key question such as; “who am I?” or “what is life? combined with a paired communication structure drawn from relational psychology you silently contemplate your question and then communicate the result of your investigation to a listening partner. You alternate speaking and listening every 5 minutes. Every 40 minutes you work with a different person or go on a silent walk. Meals, snack, exercise and rest are interspersed in the schedule.

It sounds so simple. But, I think that’s why it works so well. 

If you know that something you’re saying sound ‘too simple’ acknowledge that immediately. A good sales letter should read like a dialogue where you are making statements and then anticipating their responses and respond to them. A good sales letter is a wonderful experience where you find yourself constantly saying to yourself, ‘Yes. I was wondering that.’

“It’s like I did ten years of meditation in 3 days.”

Beth Clark, Kingston

Testimonials. These add so much credibility to this letter. If you say it, it could be hype. If someone else says it? Much more credible. 

The Structure

Within the structure there are agreements of non-interruption, non-judgement and deep listening that help you bypass the subtle influences of “normal” relating that have socialized you to deny what is true for you. You connect deeply to yourself and others and let go of layers of false beliefs and experiences that have imprisoned you in years of suffering. There are no religious ideas, dogma or philosophy to be learned. You learn and practice the technique and I give you guidance (if you need it). It is not psychotherapy. In a renewed space of openness, within 3 1/2 days many people (more than you might think just reading this) spontaneously awaken to the magnificence of their true self. Or that’s how I’d describe it. 

“Or that’s how I’d describe it.” Again. Taking the pressure out of it. Just sharing his experience rather than saying, ‘this is the truth’. More like, ‘this is how I see it’. 

What I see when I work with people is their eyes widening, broad smiles, tears of joy and their bodies melting as the thousand stresses caused by the expectations of who they think they need to be evaporate from their bodies. 

This is using the senses. When you’re describing the result you offer, paint me a picture. Help me see it. Help me hear it, taste it, touch it, feel it. Use all five senses. 

“Words are so inadequate when I try to describe the immense gratitude I feel. I am now moving through my life with new eyes, new ears, and a new voice; and feeling so much more peaceful, alive, and present in this world. Thank you for holding the retreat space in such a patient, gentle, loving, and compassionate way.” Sekoiaa Lake, Peterborough, On

To be honest, I’m not sure I understand it still. But maybe that’s the point. Some things aren’t meant to be understood. Some things can only be experienced and lose everything in the translation. 

Russell is a humble fellow. And I wanted that to come through. Admit that you don’t understand everything. Admit your limits. Admit your faults. And watch people lean in and trust you more. 

Again, ‘The shadow side of knowledge isn’t ignorance. It’s theory.’

If you have a core message that is central to your offer, bring it back again and again – make it a familiar refrain you return to. This message of knowledge vs. theory is vital to his workshops. If people don’t buy that idea, they won’t buy his retreat. 

I think what most of us need isn’t more theory. What we need is a dedicated space where we can be supported in doing the one thing we need most – go within. As the old saying goes, ‘if you don’t go within, you go without.’ And it’s the one thing we don’t actually do enough of. We think about it. We read about it. We talk about it. But when we sit down to do it, we get bored, lost or lose steam. We have to do it ourselves but, in reality, it’s hard to do it alone.

This is where I hit people a bit harder. More directly. I’m driving the point home and framing the foundational assumption and premise upon which this retreat is built. In Russell’s first letter, this premise is implicit. But sometimes you need to make these things explicit. Often times, we don’t even realize what the premises are; we don’t understand the point of view upon which our work is based. But a clear point of view is one of the key elements of people figuring out if we’re a fit for them or not. 

In my experience, we all have this internal compass, this part of us that knows the truth (and even more so, is the truth). And what’s causing so much of our suffering in our lives is the inconsistency between the will of our soul and the will of our personality. We need to bring the former out. As it says in the Gospel of Matthew, ‘That which you bring forth will save you. That which you do not bring forth will destroy you.’ And for many people, that experience of destruction is all too real. 

Awakening

But here’s my best take at explaining it: This phenomenon of ‘coming home’ in the west has been called, by Abraham Maslow, “Unitive consciousness” or “Self-transcendence”. In eastern traditions it is labelled as awakening, enlightenment, illumination, self-realization, cosmic consciousness or satori. Just as technology has advanced in modern times, so too have spiritual and transformation techniques. When safe communication structure is added to the eastern method of contemplation, the results are remarkable. That moment of ‘coming home’ usually occurs to 30-90% of participants. Many of them are caught off guard and amazed at no longer having to spend months, years or even a lifetime to have that moment of ‘awakening’.

Here I make sure to frame it as a ‘moment’ of awakening so it doesn’t seem like a bait and switch later. 

Eckhart Tolle says this about awakening; “When you know who you truly are there is an abiding alive sense of peace. You could call it joy because that’s what joy is: vibrantly alive peace. It is the joy of knowing yourself as the very life essence before life takes on form. That is the joy of Being, of being who you truly are.”

Is this just another “You’ll be happy for the rest of your life” thing?

To be realistic, awakening does not mean that you will no longer have any problems or you will be in a state of bliss or happiness for the rest of your life. What it does mean is that you will be living the rest of your life more from the inner strength of your real self and less from the insecurity of a social personality. You will be more able face and transform the obstacles of your life into valuable growth experiences and achieve the kind of success in life defined by who you really are, not others. 

For me it’s this: Coming home to my true self (the real experience of it in my body not the theory of it) is the most precious gift I have ever given to myself. And because we all want to relate to others who are real, you are the best gift you can give to the world. 

After a Coming Home retreat participants commonly report feeling:

  • More authentic
  • Peace, contentment and lightness permeating their body
  • Totally embodied as if they have finally come home to themselves
  • Loving-kindness towards themselves and others
  • Greater self-acceptance
  • Psychologically whole
  • More inner strength and inner resolve
  • Freer to express themselves around others
  • Improved intuitive ability
  • Enhanced and balanced energy levels

“Within one year of the retreat I left my business and took a chance on a new career…money is not important, nor is status. What is important is the feeling that I am now doing what I was originally meant to do with my life!” Mel Steiner -Toronto

Participants also commonly report having greater capacity to:

  • Be open and authentic in relationships
  • Persist and accomplish personal goals
  • Face and overcome problems and difficulties
  • Fully experience love, joy and happiness
  • Understand the deeper truths in traditional philosophy and religion
  • Achieve greater mutual understanding with others 
  • Be assertive and communicate their needs
  • Find meaning, inspiration and insight in daily living
  • Make rapid progress in their personal and spiritual growth

“I discovered a bond linking myself with others, that we are all beings trapped within our minds trying to communicate our fears and need for love. I am becoming more loving, more real, more open, truthful and trustworthy” Doug Tyler -Toronto

Why can’t I just do this on my own?

This question can be answered with another question. If you were able to do this alone how come you are still searching? 

And we’re back to the paradox: You have to do this by yourself but you don’t do it alone. 

Aaaaannd we’ve brought it back. Remember that piece I teased earlier?

There is a great power in coming to together as a group. The energy of the group is more than the sum of everyone’s individual energy. That energy propels you to make much greater progress than doing this on your own within the ongoing distractions in life. 

But more importantly I’ve been guiding people for over 30 years on this journey to self. I’ve been up every blind alley there is and helped thousands of people in a very short time get through barriers they have struggled with by themselves for years. 

You’ve got to be kidding…enlightenment in 3 ½ days?

I would define awakening is the “direct experience of the way you actually are”. This is my belief (as well as the experience of myself and many others): You can come to the same awareness that many of the great spiritual teachers have had. After all they were ordinary folks just like you. The difference is that people like Buddha spent many years in meditation deepening and ripening their awakening to total enlightenment.  

So once you experience your true self, that’s it. The search is over. Then the next project is to start living from the real you. That will continue to deepen what you have come to know. You will be given instructions on how to do this on the last day of the retreat.

But the first step is to find it. And, for most of us, that’s been a very hard first step. After all, many of us have spent a lifetime losing ourselves and being misled.

Step One: come home. This doesn’t need to take as long as many think.

Step Two: live in that home. This is a lifetime practice. This is where your life becomes a work of art, an ongoing practice of deepening and expressing who we are in the world.

Again, I didn’t want it to get lost that there were two steps here. 

As the old African proverb goes: “The meaning of life is to find your gift. The purpose of life is to give it.”

Is there any support for me after the retreat when I meet the challenges of my life?

It’s quite common after any spiritual or personal development program for the retreat “high” to fade, after a few days or weeks. People are in a more open space and see life more clearly They can have difficulty bringing their new breakthroughs into their lives where their family, friends and work are still the same. All too often people are sent home after other retreats with little guidance and support. 

This is not the case with Coming Home.

The main self inquiry practice in the retreat ends usually on a Sunday evening. In the next half day you are re-introduced to your normal way of relating to others. You are made aware of the challenges you may face and given strategies to deal with them. You then “graduate” into the Enlifenment Program that is designed to help you live in a deeper connection to your true self. (as in step 2 above).

This program includes a guided meditation CD, two follow-up mentorship from me calls a month apart, a six week program of self-inquiry exercises paired with a fellow participant and 2 one or two day re-connection seminars through-out the next year. I am also available for one-to-one sessions (at an addition cost) for anyone that needs this. 

You can choose to become part of a non-dogmatic community of true spiritual friends who have shared deeply in your profound transformation journey. Once again, you have to do this by yourself but now you don’t have to do this alone.

Who the retreat is for?

  • You are looking back on your life and wondering what it is all about?
  • You are feeling empty and you are asking “who am I really?”
  • There’s a sense of meaningless about life.
  • You’ve been on a spiritual path for a long time and never had the big“AHA”
  • You are a seeker and not interested in following a religion or taking on more beliefs
  • You are able to take 4 days away from your job and family
  • You resonate with what you’ve read here so far and feel open to exploring the process for yourself. 
  • You resonate with the idea that, deep down, we know (or are) the truth. We just often need support in finding it.

Are there any pre-requisites to take the retreat?

If you have not done the retreat before I ask that people set-up a 10-15 minutes orientation interview with me. Together we will explore where you are at in your life and what you want from the retreat.

I’ll explain the schedule, the guidelines and the self-inquiry technique used. I’ll go over any concerns you have about diet, accommodation and health challenges you may have and then you can decide if the retreat is a fit for you. There are no subtle sales techniques. I only want people on Coming Home who are right for it. It makes for a better retreat for everyone.  

 

– END OF SALES LETTER #2 – 

 

So, that’s it. That’s my quick ‘redo’ of a sales letter to make it less salesy and more reflective of the wonderful man Russell Scott is. He’s one of the kindest, most unassuming, gentle and clear fellows I’ve ever met. You’d be hard pressed to find better as a mentor and support in your inner growth. You can learn more about him and his wonderful work (which I have directly experienced and can attest to) here: www.truesourceseminars.com 

About Tad

  • Sugeet

    First, Bhagwan Shree Rajneesh had an Enlightenment Intensive that ran exactly as Scott has it in the 70s and 80s, and he probably got it from a Western professional who came to explore their own enlightenment. So his letter is a steal, and I did not like that.

    Second, I wish I had sent you MY sales letter because you reflect too much of what I have done. Grrr

    Third, I’m off onto my first launch and will not make this mistake again. I would, however, like to see the whole thing you wrote as one unit so I could feel the effect. Your continual insertions and commentary broke up the rhythm,. Suggestion: Let me read the whole thin first, then pick it apart. So I had trouble groking the whole enchilada. How’s that for a wrecked sentence?

  • ha. a wonderful sentence. and good feedback. I was concerned the post would be sooooooo long. and send me your sales letters anytime :-)

  • Sugeet

    Oh God – be careful what one asks for. This is the 40h rewrite (well, maybe the 5th) of what goes out after the first free webinar on the 17th: The stuff below the What Will Happen line is possible add ons or for use later. OK Sugeet, he said send it…

    Your Personal Invitation to Reclaim Your Life

    Join Sugeet and wonderfully supportive women and men
    who really want to clear the flotsam and jetsam from their life.

    Most everyone who knows they have clutter has tried, with one degree of success or another to clear the clutter from their homes, cars and business. Yet clutter has a strange way to returning, again and again. You now have a change to work with, and be coached by Sugeet, Certified Red Ribbon Feng Shui Master.
    “I’m so grateful to be introduced to Sugeet and
    Creative Visions because it really works and he’s an amazing master at it.” – K Kellenbeck, Medford, OR

    How will we succeed when others have failed?

    There is power in a group’s intention that is mighty beyond belief. While medicine readily admits there is no known cure for alcoholism, Alcoholics Anonymous has thousands of men and women who no longer have anything to do with alcohol.Now there are over 100 other additions that use the AA model. How do they do it? Every AA group holds the intention to help one another to not to drink that one day. Reclaim Your Life uses the power of a skillfully facilitated group to create a safe space, a supportive space. A space to empower one another to eliminate clutter.
    I never cease to be amazed at what can happen when someone with the skill, knowledge and insight that Sugeet possesses, comes in and
    contributes in such profound ways to my life. Sugeet’s ability to “read” what is needed is what I consider to be a true gift.
    — A. Herrick-Dienel, Jacksonville, OR

    In the 10 years Sugeet has been teaching and coaching clutter elimination, he has had to give only one refund, and that was because the client did no want to reduce her clutter, nor adopt any of the other solutions presented!

    For Reclaim Your Life he wants to work with folks who know their life can be better. To that end, he is offering a 100% money back guarantee. If, after the first two session a person does not feel this is right for them.
    And the cost?
    For the five class sessions and the five coaching sessions, the fee is $299. However, if you register and pay between now and Thursday, April 24, the fee is only $199. After the 24th, the price returns to $299. You can register clicking here, and you can pay wither with PayPal or with Visa or MC.
    How do I know if this is a good fit?
    Sugeet is offering a complimentary discovery session. During the free 30 minute individual session,you will understand if this can be of real help for you or not. He knows that not everyone is ready to face the challenge clutter poses. It may not even be the block holding you back. And that’s the purpose of the discovery session.
    There’s no obligation, and you don’t even have to be registered for the paid course. There are only a limited number of sessions available,
    so if you wish to schedule your own discovery session, click here.

    What can I expect?
    You will reclaim the life energy that has been rooted in objects that lo longer serve you. Your energy will no longer be scattered.
    You will gain mental clarity as you gain physical room.
    You gain a new freedom and a new clarity.
    You understand what serves your life and what does not, and how to get rid of what does’t serve. You have support to escape the overwhelm.
    Your network now includes people who have had the same problem and can help, not enable. You actually will be saving money.
    You become more effective in your world, more productive.
    You chart your own course to the future, not what others say.
    You are far more empowered, sourcing your strength from within.

    What will Happen?
    You’re invited to listen to 5 tele seminars either on the computer or on the phone. Replays will be available for downloading.
    You’re invited to attend a coaching call that happens after each teleseminar. These too will be available for downloading. You will be invited to join Sugeet’s private Facebook group where you can network, ask questions and receive encouragement from everyone else taking the seminar.

  • Tad, your comments are so right and it really rings a chord. I wrote my homepage, the salesy way, like they show… and it doesn’t feel quite right and I can see how people are turn off now. And yet I’m stuck trying to write something that offer confidence, that is general enough (the niche will have to be another website i guess), not quite knowing who my perfect client is and what they are looking for… thanks for that case study, it was a good eye opening for me

  • Sugeet: A correction. The E.I. was created in 1968 by Charles Berner from the Institute of Ability in California. Students of Rajneesh took the training from him and his students to give the E.I. Rajneesh may have failed to give credit to Charles so the true originator was not known to R’s students. I can provide you with the research in this if you need it. I trained in 1972 to lead the retreat and I have been giving them for over 30 years. Its unfortunate and unfair that in a public forum you would say that I “stole” the letter. I have struggled for many years trying to understand my niche and communicate the value of what I offer. This letter has come directly from me (with great assistance from Tad) through my years of experience leading this retreat. It has not been borrowed from anyone else. Hopefully my struggle in getting the word out about this retreat can be helpful to you as well in articulating what you do as it sounds you are on a similar journey.

  • Sue Clynes

    I loved what you did here Tad and actually preferred the broken up approach as it would have been too much to wade through otherwise (just my take). I’m all for plain English for holistic practitioners, New Agers, Old Agers, whatever. You get it spot on by asking for all our senses to be triggered by the words used – the pictures created. For instance how much more effective would the word “authentic” be if someone, somewhere at sometime actually translated that word as an effect on our senses? What does “being authentic” mean? I see it over and over and no one has yet described to me what they mean by using it – and yet they still use it – all the time. There are other words too of course but I won’t get on my soap-box here. Besides I’m not that great at this stuff myself yet – but I’m practicing and getting better. As always, great stuff. Thank you :) (dammit, I really wanted to put an exclamation mark there but settled for a smiley face which is probably just as irritating).

  • ha! thank you sue! so glad you liked it.

  • Sugeet

    Russell, Thanks for clarifying the creator of ET. Bhagwan attracted many talented professionals to the ashram. If he liked what they did, he adopted it and claimed it for himself. I doubt that he gave Charles any credit, that was not his game. However, he gave EI to every single devotee that decided to take a group (or more) while they were in Poona. Someone later expanded the EI into a 5 day retreat and called something else – I don’t remember what.

  • Jackie McMillan

    Sue, what I would have liked was the letter itself to be continuous, but for there to be a sidebar with notes linked to a symbol in the text. This would have allowed me to read it through without comments for flow, and again with comments for deeper understanding.

  • Elizabeth Kligge

    thank you. this and the other sales letter case study were very helpful to me. i am in a similar line of work as russell scott and these things can be very difficult to describe. i agree with most of your edits, except i felt that the repetition of “not understanding” this and “not knowing” that did not give me confidence in his ability to offer much of value (and i’m sure he does have value to offer). knowing it was edited, it sounded almost apologetic (like, excuse me for even mentioning the fact that i have any sort of skill). if i had read it that way on his website, i would have thought it sounded like someone without much experience in higher consciousness, more similar to a life coach, despite his 30 years of experience. if i were a student looking for a teacher, i would rather learn from someone who believes in themselves (without being pushy or arrogant). saying that you know something (not exactly in those words) may offend some people, but those probably aren’t people who want to learn anyway?

  • Russell Allen Scott

    Sugeet: I have met a number of devotees of Osho who benefited greatly from the retreat. It is very powerful and you’re right it can be done over 7 days, 2 weeks and even 6 weeks.

  • Russell Allen Scott

    Thank you Elizabeth. Great comments about asserting one’s knowledge and expertise without being too pushy. I loved that.