How to make grown men cry with your copy

I just got off a call with a client where he told me that an email I sent last week, which was chock full of emotional reasons to sign up for our service, got TONS of engagement and replies from the list, including a couple of people who teared up reading the words I wrote. 

The email was relatively simple: 

I listed out a bunch of real consequences, based on real research, about how life changes when you weigh too much. 

My client was quite shocked because we don’t usually get as many replies to emails. 

Why not?

Well, in my professional opinion, methinks that we lead too much with “value” instead of pain. 

This email in particular was laced with pain and real world struggles that cut through the logical objections and cut straight into the emotional reasons to buy. 

I didn’t provide any “value.” 

I didn’t layer on absurd amounts of hype or promise to solve every one of their problems. 

I didn’t even come up with much of the copy by myself. In fact, I’d estimate that around 90% of the email was copied and pasted from my research. 

Which brings me to the point:

If you want to make grown men (or women) cry with your copy, you must do your research. 

Research ain’t fun. It ain’t sexy. And it’s time consuming - I spent about 90% of the time I allotted to writing this email to research and only spent 10% of it hammering out the copy. 

But it works. 

And better yet?

It’s something that AI can’t duplicate. At least not yet. 

Anywho:

Wanna see if I can make grown men on your email list cry with my copy and ratchet up your sales to mayhap an uncomfortable degree?

Hit reply, and let’s chat. 

John