Prospects are in a hury. They are bombarded with tons of ads, emails, postcards and commercials every day. They tend to skip or tune out any marketing message that looks as if it will take too much time or trouble to understand. So don’t make you prospect read the whole ad to get the mail idea. You will loose them. Cut out unnecessary words. Put subheadings in your copy to break up stretches of text. Once the headline communicates that you have something readers are interested in, they will take more time to look at your letter, ad or web page.