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ans Serif">1. Mate, all I need is your email address
I want to send you my email marketing material. I don't care where you live, how old you are, who you work for or what your interests are. I just wanna sell, sell, sell to you. Of course if you're outside my location you/re interested in my business and services.

2. Email is so easy. I think I'll send another. And another.......
And another. Wow, this email is great! I can send out as many marketing emails as I want and it costs me NOTHING!!!! My clients would love to hear from me more often, and all about my products and services.

3. Decide against launching an online newsletter.
"Heck, why do I want to waste my time adding value and education my customers and prospects? Why would I want to develop a relationship with them? It sounds like too much work to me. I really only want to come in and sell! sell! sell! sell.

ans Serif">4. I'll just email everyone in my address book.
Whoops. How did so many people get in there 2 or 3 times? Who cares? Whoops - they just reported me for spamming. Why? They once sent me an email didn't they?

ans Serif">5. Ignore subject lines.
Why shouldn't I write whatever I want? Why should I waste my time trying to be clever and imaginative? Why would I want to catch peoples' attention? They'll open the email. Why they know it's from me!!! And who cares that only 35 character spaces will view in their Inbox? It's my email so they'll absolutely click it open to see the whole thing anyway.

ans Serif">6. It's my email. Mine. Mine. Mine.
I want to talk about me. ME. ME. ME!!! Me & my company are so interesting aren't we?

ans Serif">7. I'll have them click through to my website homepage.
Why bother directing them exactly to what I'm talking about. They'll hunt and search for the article / product/ sale item for sure.

ans Serif">8. I'll just PDF my print newsletter for online use
'Oh I just love my print newsletter. The pictures and graphics and formatting are oh so nice. So what if it's 600K? It looks cool and I want to keep it that way for my website and email'. 'What? the average consumer probably doesn't have Acrobat reader? It's okay. They'll download it so they can read my newsletter'.

ans Serif">9. I just love those animated graphics. Give me more. MORE
Who cares they're distracting? Who cares the Poynter Eye Tracking Study found people don't look at graphics? Who cares most of the corporates have firewalls now that block the Active-x or Java script that they're made of?

ans Serif">10. Fax me or mail the cheque
I can't be bothered with online booking or secure payments. Why it costs USD $150 or so to get a Thawte Certificate. Hurrumph. I know my customers won't mind faxing me their credit card details or writing and mailing a cheque. After all, they want to do business with me - don't they?