I received an email from a company wanting to interest me in their product. 

It was a thing of ugliness. 

The email did not have one paragraph break, line break, or bold. No image either. 

I didn’t want to embarrass the company by showing it here, so I took my last Easy Web Tip and stripped out all the formatting. If I had emailed it to you, it would have looked like this …

I’ve often been fascinated that when I throw a toy into the pool, my dog — though an avid swimmer — will circle and circle the pool endlessly before jumping in. What is he worried about? It must be something instinctive. I suspect it has to do with hunting prey. An animal considering a kill has to be wary. Should he attack this thing? Is it too big? Will it hurt him?  All sorts of things can go wrong. When considering a new web writing project, I find that I also “circle my prey.” I avoid starting it. Is this “thing” something I should do? Is it too big for my capabilities? Will I get hurt? Will I look stupid? Will my grandchildren despise me? My mind goes wild. Eventually, I just tell myself to suck it up and I start. My dog does the same thing. For whatever reason, after circling the pool dozens of times, he suddenly jumps in the pool and retrieves his toy. The question remaining  is “Was the circling worth it?” Did it do me, or the dog, any good? I don’t know about the dog, but for me it’s a hard call. My first instinct is to say it was a waste of time and I should have just started right away. But the circling your “prey” is so instinctive, maybe it’s doing something inside our brains that preps us to attack that web writing project in just the right way. What do you think? Is circling your prey worth the trouble?

See the actual tip with good formatting.

Easy Web Tip #280: When writing sales emails, be sure to make it pretty.