Wake Up and Choose Violins

Have you ever heard of the phrase "The end justifies the means"?

It's quite common in my country.

It means that if a goal is morally important enough, any method of getting it is acceptable.

The idea is ancient, but it was not meant to justify unnecessary cruelty.

It was part of a political philosophy called consequentialism. The basic idea is that a policy can be judged by its outcome.

All modern versions of consequentialism have to deal with the limitations necessary to prevent tyrants abusing this idea.

*Consequentialism is a theory in the field of ethics. It says that the moral value of an action can be judged by looking at the consequences it has
**Source: Wikipedia

If you know me in real life, you know that I don't like making people feel negative emotions.

I used to try to avoid it at all costs because I didn't like seeing them hurt. To the point, you could basically call me a 'yes man', not because I was sucking up to anyone, but because I want to see my friends and family be happy.

Until I realized that this does more harm than good in the long term.

Sometimes, you have to suffer a bit early on so that you can be happier, healthier, and overall better in the future.

Sometimes you just GOTTA wake up and choose violins

Pain is a far greater motivator than desire.

And sometimes you need to use that pain to motivate your reader into action.

To do that, you need to pick up your violin and start playing tunes for your reader.

Every tune is another one of your prospect's pains, fears, problems, and general negative things in his mind.

List all of them in a piece of paper (or a Google Doc) ((or a Google Sheet)) (((or God forbid, a notes app)))...

And every time you want to write an email, you can choose one of those tunes and play it with your violin ( = pick a pain, fear, or problem and write an email about it).

You can choose a different pain or a different email format every day and when you run out of those combinations (which should take you at least a few months), you can start over and write another email for that combination of pain and format.

By format I mean things like horror stories, news, studies, agitation emails, personal experiences etc.

Every time you feel uninspired when it's time to write an email, pick up your violin and choose your favorite tune of mass action.