The milk exploded

One second, I was making coffee.
The next — the bullet pierced the carton and milk exploded across the kitchen.

Now, that’s a sentence that makes you stop, isn’t it?

It’s not because of the coffee. Or the milk. It’s because I dropped you in the middle of the moment. There’s tension. Confusion. Urgency. And a part of your brain goes: “Wait...what?”

This is called in medias res — a Latin phrase that means “in the middle of things.”

One of the first copywriters I ever studied taught me this. He said:

Because here’s the truth: people are busy. Your email is fighting for their attention in a crowded inbox. So if you open with a warm-up… they’ll skip it.

But if you drop them right into the moment — the argument, the win, the decision, the cliffhanger — they’ll keep reading.

So the next time you write an email, don’t begin at the start.

Start where it burns.

Because great copy doesn’t just tell stories — it makes you need to read the next line.

More soon,

PS - If you want the goods on how to ‘get more clients without depending on social,’ check out the free guide here.