I hate chasing people around the internet. Truly, I do. 

If you spend any amount of time online, you’ve probably already seen Mel Robbins’ “Let Them” theory doing the rounds. It’s been clipped, shared, paraphrased, and turned into bite-sized permission slips for people who are tired of managing other people’s reactions.

Let them cancel.
Let them flake.
Let them underestimate you.
Let them show you exactly who they are.

As a life philosophy, it’s solid. As a marketing philosophy, it’s quietly transformative. It’s freeing is what it is. And I love it. 

Because if you are an entrepreneur who feels a subtle knot in your stomach every time someone unsubscribes, ghosts a call, or doesn’t convert when you thought they would, chances are you’ve been carrying responsibility for outcomes that were never actually yours to manage.

And that is where marketing starts to feel heavy.

Why “Let Them” Is a Marketing Strategy, Not a Coping Mechanism

Most business owners are taught, implicitly or explicitly, that good marketing means control. Control the message. Control the timing. Control the funnel. Control the conversion.

But the longer you’re in business, the more obvious it becomes that you don’t control people. You never did.

What you do control is who you build for, how clearly you communicate, and where you choose to spend your energy. The “Let Them” mindset works in marketing precisely because it releases you from the false belief that every non-conversion is a failure, instead of what it usually is: information.

When you stop chasing behaviour you can’t control, you start building systems that work with human nature instead of fighting it.

Let Them Unsubscribe (It’s Not a Personal Rejection)

If someone doesn’t want to be on your email list, let them go.

Unsubscribes are not a critique of your intelligence, your experience, or the quality of your work. They are a signal that your content did its job by clarifying fit.

A healthy list isn’t built by keeping everyone. It’s built by filtering. Every unsubscribe is your audience refining itself, quietly and efficiently, without you needing to intervene.

Early in my business, I treated unsubscribes like tiny personal rejections, checking names, wondering what I’d said wrong, subtly adjusting my voice to offend fewer people. All that did was dilute my messaging and make my marketing feel performative instead of grounded.

When I stopped chasing approval and focused on attracting the right people, engagement improved, sales became easier, and my nervous system stopped treating email marketing like an emotional endurance sport.

Let them leave. Make space for the people who want to stay.

Let Them Ghost You (That’s Data, Not Disrespect)

Someone books a free call and doesn’t show up?
Someone enthusiastically agrees to a collaboration and disappears?
Someone says “I’ll circle back” and never does?

Let them.

You don’t need to chase adults who can’t honour low-stakes commitments. That behaviour isn’t something to fix; it’s something to notice. It tells you exactly how this person operates when there’s no immediate pressure or payoff.

The energy you’d spend following up, nudging, or over-accommodating is far better invested in the people who did show up, asked thoughtful questions, and treated your time with respect.

Momentum doesn’t live in convincing. It lives in alignment.

Let Them Not Get Your Content

Some people will find your content “too much.”
Some will say it’s too long, too direct, too opinionated.
Some will scroll past and mutter that you’re overthinking things.

Let them.

Marketing has never been about universal appeal. The goal isn’t to be liked by everyone; it’s to be recognised by the right people.

Resonance requires specificity, and specificity always repels as much as it attracts. If your content doesn’t quietly alienate the wrong audience, it probably isn’t doing its job.

You are not here to water yourself down so people who were never going to buy feel comfortable consuming you for free.

Let Them Think Your Prices Are Too High

If someone says, “I can find this cheaper somewhere else,” let them.

They usually will. And often, they’ll come back later with a clearer understanding of what “cheaper” actually costs: confusion, half-finished ideas, and the slow erosion of confidence that comes from implementing disconnected advice without context.

You do not needed to defend your pricing to people who are not buying outcomes, only access. Your work is not for everyone, and trying to make it so is one of the fastest ways to sabotage both your margins and your energy.

Let them buy the $47 solution they never finish. You focus on the clients who want clarity, momentum, and results.

Let Them Copy You

If someone copies your content, your frameworks, or your ideas, let them.

They can replicate the structure. They cannot replicate your judgement, your lived experience, or the pattern recognition that comes from years of doing the work.

Originality isn’t about being the first to say something; it’s about how you see it, connect it, and apply it. That intellectual fingerprint can’t be cloned.

If someone is copying you, it usually means you’re visible enough to matter. Keep building.

Let Them Not Convert Yet

Not every lead is cold. Some are simply early.

Trust has a timing element that no funnel can override. Your job isn’t to rush people into decisions; it’s to show up consistently, be useful, and make it easy for them to say yes when the timing aligns.

The people who convert after watching quietly for months often become your strongest advocates, precisely because they never felt pressured.

Let Them Be Who They Are (So You Can Be Who You Are)

Let the rude comment sit unanswered.
Let the competitor throw shade.
Let the misaligned client find someone else.

The energy you spend managing reactions, defending yourself, or trying to be universally palatable could be building something far more valuable.

When you stop chasing, explaining, and personalising every outcome, you become calmer, clearer, and far more magnetic.

Let them.

Because when you let people be exactly who they are, you finally get to be who you are as a marketer: grounded, confident, and focused on growth instead of approval.

If you are ready to grow your list, attract better-fit leads, and market without constantly second-guessing yourself, book a call and let’s build a strategy that works without you having to beg, chase, or prove anything.