It’s Better To Look Bad and Eat Than Look Good and Starve

“But, when you have to resort to turntables, trick lights, flashing lights, fire and all that, you’re actually saying, I need this because what I do is not all that together”. ~ Buddy Rich


And so it is with email-marketing, my little marketing crony.

When email-marketers focus on design over the actual content, you’re essentially saying your sales pitch is not all that together, so you (subconsciously) take the subscriber’s focus off of your weak pitch, and put it onto pretty images and graphics.

Look, unless a salesman walks in wearing nothing but his underwear and his socks, I don’t really care how he looks.

What I am interested in is this: Is he honest? Is he trustworthy? Will his product do for me what he says it will do?

How he looks is pretty much irrelevant to me in the sales process. In fact, if a salesman looks too slick, it’s almost off-putting and can make you a little suspicious. Better to not draw attention to your appearance at all.

Every good salesperson knows that ALL focus should be on the actual sales pitch. Anything else is just a distraction.

Hear this: You’re not trying to win an award in design, you are trying to make a sale. So do away with all those dumb HTML images and graphs; they’re only distracting your subscribers from the one thing that matters in email-marketing – your sales pitch (the content).

Oh but Kelvin, it makes my emails look so “professional”.


They make your emails look spammy and salesy.

If you wanna make more sales, you’ll take my advice on this.

But I guess, spammy marketers gonna spam, right?

Hey, can you tell I don’t think much of using images?

You have no idea.


Kelvin Dorsey ~ Email Marketing Maverick