Don't Suffocate Your Readers
White space is akin to fresh air in direct-mail letters.
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Not long ago, I was shopping at Whole Foods when I realized with a jolt that I was just an appliquéed theme sweater away from turning into my mother.
There I was, squinting helplessly at a product label I couldn’t read. Hoping to auto focus my eyes like a telephoto lens, I stretched the item out as far as my hand would reach and brought it back again to within an inch of my face. No luck.
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Kimberly Seville
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