Okay, I was just going through the credit emails for a couple of my favorite mailers. And once again, I came across what I consider to be atrocities of copywriting. Some people think that they’ll get better results if they overkill writing effects. I’m sure you’ve seen these emails too. It’s the written version of the verbal “pregnant pause”…

Most mailers and safelists offer a preview of your email ad. Please use it! Mind you, a little line by itself is okay for effect, but that’s supposed to be an effect. NOT the entire email!

Too many times while I’m clicking on the credit emails, I see

one line here

then another line here

and then another line here

ad nauseum… infinitum (eternally nauseous)

That’s not using “pregnant pauses” – That’s just a waste of my time and overworking my precious scrolling finger. And as soon as I see that this is happening, I immediately rapid-scroll to the bottom by clicking just above the bottom arrow of the scroll bar. Then I click the credit link to GET OUT OF THERE!

If you, as the author, are EXTREMELY lucky a word may catch my eye during that rapid descent to the credit link. Otherwise you wasted at least the credit you spent to have me view your email message. Most likely MANY other credits/viewers too.

Sorry, but I am a busy person, like most others in this line of business. I just don’t have the time to read lines and lines of blank content in your email. Nor do I have the healthiest hands/fingers since I’ve been typing all my adult life. (Seems like an eternity in just the last few years thanks to credit links and surfbars too!)

If you want me to READ your email, please remove the gazillion lines of wasted space.

Thank you,

Brian R.

P.S. That often applies to sales pages too. I usually have made up my mind within the first seven hundred words if you have used them effectively.

Brian Rickert

Failed as a beach bum as a teen and got a job. Been a radio operator, proof reader, dishwasher, short order cook assistant, stock person, ranch hand, field worker, computer operator, billing analyst, and software engineer. That's IT! Time to follow my dream again composing and writing poems/lyrics/songs. Still have the desire, just not the location or the capital. Still dreaming of lying on the beach in San Diego and watching my internet business continue to grow in residual income. While I continue to follow my dreams...

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