Although studies of nineteenth-century evangelicalism emphasize the importance of sentimentality, scholars of modern evangelicalism usually overlook it. Instead scholars have tended to focus on the importance of belief or doctrine and have defined evangelicals in terms of a certain set of beliefs that characterize evangelicals as distinct from other Christians. They have also overlooked the prominence of minister and best-selling author Max Lucado. Lucado has written over seventy books and continues to produce works in a variety of media for a variety of audiences. By examining evangelical sentimentality through the writings of Max Lucado, scholars can see how pervasive sentimentality is, particularly in evangelical practice. This dual investigation of Max Lucado and evangelical sentimentality reveals important aspects of modern evangelicalism. Building on a framework of analysis that incorporates the observations of scholars of eighteenth and nineteenth century sentimentality, it becomes apparent that sentimentality is a powerful force in evangelicalism. Evangelicals who deploy sentimental rhetoric rely on it to do a monumental amount of concealing work. Although on the surface sentimental rhetoric appeals to a familial relationship with God, beneath the surface sentimentality relies on grief over the political situation in the United States. It also takes the place of intellectually encountering the world and the challenges evangelicalism faces, particularly from science and critical examinations of the Bible. The selling of sentiment further obscures the constructedness of evangelical authors and how dependent on the market they have become. The political, intellectual, and economic history of evangelicalism has helped create a situation where sentimentality is widespread in evangelical thought and practice, and scholars should be mindful of this aspect of evangelicalism as they continue to write their stories of this religious movement.