Don't Suffocate Your Readers
White space is akin to fresh air in direct-mail letters.
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What happens to the poor donor confronted with a letter laid out like that?
Naturally, she tries to read from left to right and jump from the end of one line back to the left again to continue reading the next line. But she keeps getting lost and, basically, her eye tracks like a gutter ball at a bowling alley, traveling straight down the left margin of the page without taking in much of anything.
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Kimberly Seville
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