Hidden in my Bear notes app is a little file called Bragfile.

It’s where I keep a running list of kind words. Testimonials. Quick one-liners from clients.

The sort of praise that’s easy to forget unless you write it down.

I recommend keeping something similar for yourself too.

Because when you need social proof—for an email, your homepage, a pitch, or a cover letter—it’s all there.

And often, you’ll surprise yourself with the nice things people have said.

Anyway, I was digging through mine and found a comment from a CEO I’d worked with. He’s a sharp founder who runs one of the top EdTech platforms in Singapore.

Their company was quietly bleeding thousands of dollars each month. Why? A messy backend process had turned OFF auto-renewals for all users.

He brought me in to help communicate why customers should turn auto-renew back on—and to rework how these emails were set up in Customer.io.

After the project, he said, “You tackled it like a data scientist.”

Nice. I hadn’t thought of it that way before.

Maybe some copywriting-data-scientist energy did leak into my work.

But wait…

Isn’t copywriting all about selling with emotions?

Aren’t we told to avoid boring people with features and logic?

To treat logic like the poor middle child no one talks to?

Here’s the thing: logic is what shows people you actually know your stuff.

It’s how you build a strong USP.

If everyone’s selling through emotions alone… what makes a brand different?

At some point, you’ve got to shift from feel-good to facts.

Sometimes we assume people won’t read the logic. That it’s “too boring.”

But don’t forget that your buyer’s brain wants emotional and rational reassurance.

Take Duolingo’s homepage.

From what I see today, their main Unique Selling Propositions are:

You could slap those onto any AI language app, and they’d still apply.

And that’s the problem with selling purely using emotions.

The best copy brings emotion and logic together.

Like Domino’s:

“Fresh, hot pizza delivered in 30 minutes or less, guaranteed.”

Anyway, before I drift dangerously into logic-only territory...

Let me end with a question:

Have you seen examples of too much emotion selling lately?

I’d love to hear what’s crossed your feed.