It was not as successful as Ruffin's previous single, but was a top-twenty hit in the US and top-thirty in the UK.

[1][2] The single was re-released in the UK on 4 July 1969 as an edited version, removing the spoken intro.

Motown was having a revival in the UK and Ruffin hadn't had much success in the previous few years.

[5] Reviewed in Cash Box, it was described as a "dynamite effort" and that "the throbbing, infectious soul grabbing sound backs Ruffin’s lovely chanting".

[6] However, reviewing for Record Mirror, Peter Jones wrote that it "wasn't as good as "What Becomes of the Brokenhearted", but it builds into a sturdy Tamla typified number".