When someone’s reading your email, they need to feel the head being chopped off and rolling on the floor.

Blood splattering everywhere.

People screaming in the background.

People crying.

Blood all over their face.

They need to feel like they’ve just lost their head.

Why do they need to feel like this?

Don't wait. Sign up for The Hustle to unlock our side hustle database. Unlike generic "start a blog" advice, we've curated 100 actual business ideas with real earning potential, startup costs, and time requirements. Join 1.5M professionals getting smarter about business daily and launch your next money-making venture.

Get the guide

Because you need to create a vision in your prospect’s mind.

If your prospect doesn’t feel like their head is about to be chopped off if they don’t buy your product, they’re not going to buy your product.

They need to feel the consequence.

For example, think about this.

Would you rather buy the weight loss product that helps you lose a bunch of weight, get super skinny, make everyone like you, and do it super easily…

Or, and this is a different product:

Are you finally ready to stop being the fat piece of shit that you are?

Are you ready to stop being round while everyone stares at you, laughs at you, and calls you a hippopotamus behind your back?

Are you finally ready to stop losing job opportunities, missing out on girlfriends, and having your friends make fun of you because of your weight?

Are you finally ready to stop getting out of bed, looking in the mirror, and thinking:

“What a fat slob I am.

What a joke.

I can’t even get my weight together.”

Are you ready to stop?

If you are, I’ve got this product that will turn your body into rock-hard abs, and you’ll never be burdened by your weight again.

You can go running with whoever you want and feel the best you’ve ever felt.

If you’re ready for that, then these pills will do that for you in 15 minutes.

That was just off the top of my head, but can you see the difference between “you’ll become skinny” and “you feel like a worthless human”?

No one wants to feel like a worthless human.

Feeling like a worthless human is basically the same as having your head chopped off.

And there’s a head-chop-off moment in every product.

Maybe that head-chop-off moment is not being able to take care of your kids because you’re busy at work.

She feels like a worthless mom.

That’s a head-chop-off moment.

Do you have to say exactly that her head is gonna get chopped off?

No.

You can say something like:

“If you can’t even take care of your own children, then what are you doing all day?”

But you need to say it in a way where you’re not directly insulting them.

Kind of like my fat example there.

That wouldn’t really work in the real world.

You need to say it in a way that feels like a head’s getting chopped off.

And that moment is specific to your product.

Because if the head isn’t getting chopped off, they’re not clicking the link.