An Open Letter from Your Dream Client

Mar 21, 2017 | 18 comments

Hey, it’s me. Your Dream Client. We need to talk.

You don’t know me yet. Maybe you think I’m a unicorn. Or a cricket.

A fictional character you made up in your head. An “Ideal Client Persona” you drafted up during an online marketing workshop.

But I’m not. I promise.

I’m a living and breathing human being. I got my heart, I got my soul. And headaches, and toothaches, and bad times too, like you.

(And old movie references. Couldn’t help it.)

Anyway. I also have a problem. It may not be a big problem, for someone else. But for me, it’s big enough. That’s why I spend so much time looking for a solution.

I have to tell you, it’s not easy. Many people online seem to have a solution for me. But I don’t trust them. I mean, I want to trust them. I really, really do. But they don’t make it easy for me.


I follow them on social media. And they show me a logo instead of their face. They send me automated messages. Thanks for following, download my free e-book.

I look at their websites, searching for traces of humanity. But what I get are stock photos of happy business people. Pop-ups that can’t be closed. Pop-ups on pop-ups on pop-ups.

Sometimes, I even give them my name and email address. To get to know them better. Maybe there is a human being behind the screen, after all.

And they show me a countdown. This amazing offer will disappear in 1 hour and 33 minutes. Forever. You have to buy now. This is a one-time offer.

And then they send me emails. They repeat my name like a broken record. It’s kind of creepy. Why didn’t you buy, Veronika? I’m so surprised, Veronika. Thought you were serious about this, Veronika. I can use the FNAME tag, too. It’s not that hard.



I don’t want to complain. I’m just tired of looking for YOU and having to deal with all the marketing noise along the way. I don’t mind being A/B tested, funneled, and converted, as long as I can still feel like a human being.



So, I wanted to ask you something: Please, stop hiding away from me. I need you.

I know that you exist. I know that you can help me.

I don’t care about your typos, accent, bad hair days, or whatever it is that’s preventing you from putting yourself out there.

I don’t care about your plugins and email services and social media strategies. Please, stop “getting ready” and start talking to me. I’m looking for you, every day.

The online world is a loud place, so it may take a while before we find each other. But please, don’t give up. I may be just behind the next corner.



And once I find you, please give me some time to get to know you. It’s not you, it’s me. I’ve been scammed too many times. I won’t buy from you immediately.

I won’t even get in touch immediately. I don’t “schedule free calls” with people I don’t know. Please, don’t take it personally. Please, give me another, less intimidating option so I can get to know you better.

And also, please, give me permission to say no without feeling guilty. I may have a hundred reasons why I didn’t buy from you this time. The reasons usually have nothing to do with your offer. I got life, remember?


And finally, please don’t give up on me just because you don’t see me and hear me. Maybe I’m just not the kind of person who replies to emails and comments on blogs. Maybe I prefer to listen. Or maybe I’m collecting courage to reach out to you.

It would be much easier if you showed me that you’re a real human being, just like me. A person who has a face, an offline life, bad hair days, sense of humor, headaches, sorrows, fears.

These are the things that would make me trust you.

In any case, I am here. I’m not just in your head. Please don’t give up on me. I’m listening to you.

Thank you. I hope we’ll talk soon,

Your Dream Client

P. S. Couldn’t guess the movie? It was Hair. Best. Scene. Ever.

P. P. S.  If you liked the letter, could you please share it on your favorite social media? I appreciate it. Thank you ♡


  1. Courtney Helena

    GREAT article, sharing with my blogging team before we launch our style mag in a couple of weeks! Thanks for this.

    • Veronika

      Thank you so much, Courtney. Good luck with your launch!

  2. Abigail

    Such a sweet letter, thanks for reminding us what’s going on in other people’s mind!

    • Veronika

      Thank you so much, Abigail! I’m glad you liked it.

      It’s refreshing to try to look at things from the point of view of your client. And it’s easy, too, because we all are both marketers (I don’t like the word, but there’s no better one) and clients.

      Thanks for your comment!

  3. Cara

    I love this Veronika. A great reminder of what’s really going through people’s heads. I still tend to make it all about me (what’s wrong with me? is my offer not good enough? why don’t they write back to me?) but my dream clients have their own lives, their own stuff going on, their own doubts, fears and worries. It’s not about me!

    • Veronika

      Hey Cara, yes! It’s normal to think that it’s all about you and to take things personally. But when you remind yourself that it’s not about you, it makes marketing and promoting your brand a lot less stressful and scary. (And your clients will appreciate it, too.)

      Thank you for your comment!

  4. ElenaMutonono

    Thanks, Veronika! I love this post. A few things to add, “don’t use same launch emails on me, two years in a row. You think I don’t read emails, just jump to the “buy now” button?” *** “When you say to respond and I do respond, have the courtesy to follow up. Don’t ask your assistant to write a generic message to me (and misspell my name).” *** “When you tell me you’re not about money, don’t include the line ‘I was miserable until I began making six figures’ – that communicates that you’re all about money after all. I know you ARE making money, but don’t say it doesn’t matter and then use the language that clearly shows that it does.”

    • Veronika

      Thank you, Lena! I agree with everything you said. Especially the last point about people who say they aren’t about money, and all they talk about is money. So true. Thank you!

  5. Connie @essentiallybroken

    This is a really great article!! Sometimes I think I don’t have anything to offer someone but after speaking to a couple of woman, they showed real interest in learning more about essential oil for emotional health. I thought the niche was too full but I’ve really changed my mind. This post completely changed my mind.
    Also, I agree about not personally answering an email someone asked me to send. “Respond to this email and tell me more about yourself??” You answer with something really important you and they send some generic, mind numbing generic email… disappointing. Great article!

    • Veronika

      Hey Connie, wow, essential oils for emotional health – that IS an interesting niche.

      Even if you think that the niche is already full, there are still people who want to learn from you. They need your experience, your voice, your personality. And I can see from your blog that you have so much to offer.

      Thank you for your comment!

  6. Halima

    I really enjoyed reading your article Veronica. It helps me see it in a different point of view.

    • Veronika

      Hey Halima, thank you for taking the time to read and comment on the post. I’m so glad you found it helpful!

  7. ElenaMutonono

    @Connie, I was studying essential oils at some point and found few helpful websites that are well-niched. Generally people write about every benefit of every oil, and their websites are incredibly cluttered – unfortunately. Finding the right information isn’t as easy, and if your blog/website are more user-friendly and less overwhelming, I’m sure people will choose you (I would!)

    • Veronika

      Lena, you’re right. I also tried to learn more about essential oils and aromatherapy, and I found many blogs through Pineterest, but most of them were cluttered and overwhelming.

      It’s like ESL blogs. The fact that there are so many of them already doesn’t mean that we don’t need more. Most of the blogs you can find are generic, incosistent, or just confusing. They don’t connect. They aren’t helpful, and more importantly, they aren’t trustworthy.

      But I don’t want to be so pessimistic; I believe it’s getting better. And the more people who are serious and passionate about what they want to teach – whether it’s a language, essential oils, or something else – will put themselves out there, the better for us all 🙂

  8. reuvenkast007

    I love your post Veronika! All of a sudden I got all sort of ideas, memories and experiences I usually use with my current students. I’ll start using those ones when talking to “My dream client”.

    • Veronika

      Hey Reuven,

      I’m so happy that the post resonated with you. Thank you for your comment!

  9. Rachel Di Martino

    Wonderful! I love it. It’s exactly what I imagine my business to be. Just a real person helping real people who love old movies 😉

    • Veronika

      Hey Rachel, haha, yes! You’ve just described my dream job 🙂

      Thank you for your comment!

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