Interesting discussion.

Yes, how does one talk about morals without sounding like some sort of misplaced soapbox preacher?

The only thing that comes to me is transparency, and sincerity... two simple words that go a LONG ways. You know it when you see it (most of the time).

One example that comes to mind is Marlon Sanders, he writes some very emotional copy, but you know what, he gets away with it because he is very upfront and sincere. I know his style turns a lot of folks off - but this isn't the issue here.

He openly states that he doesn't know you, therefore can't promise anything about your future earnings. He openly says that he is "bribing" you to buy his product - not with "gifts", but "bribes"! He offers a gazillion testimonials, and hits hard with bullets that offer benefits.

The point here is that he is frank and upfront in his emotional copy. I don't choose to write like he does, but I love his transparency, and enjoy reading his copy - in a weird way it is refreshing.

The issue here isn't emotional copy in my opinion, but rather, real transparency and sincerity.

For goodness sakes, even the Saints that lay down roadmaps for all of us to follow to gain illumination have one in a million takers that actually succeed in following their PROVEN techniques. Granted, illumination is a challenging task ... but it would be ridiculous for us as writers to imply that EVERYONE will succeed if they apply or use our given service/product that we are pitching.

I agree with Peter, anyone who implies this is treading moral thin ice.

Tim