Don't make me protect myself when I read!

I get hundreds of emails a day. Am I going to read yours? Do I trust that by reading yours I will gain something valuable? If you mislead me with vague promises and statements I can interpret a couple of different ways, I find that I don't trust you. I am getting more and more emails following this formula: Vague / misleading promise in an email that leads to sales copy page after sales copy page after sales copy page to order page without providing me anything valuable.

For example, I received an email today on Emotional Intelligence. The email said - Our new book is loaded with 66 proven strategies to increase your EQ ... which pinpoints the strategies that will increase your EQ the most and tests you twice to measure your progress. SEE IT (hyperlink removed)

SEE IT meant see the cover of the the book, not even one of the 66 proven strategies. I clicked and waited so I could see more sales copy. I wasn't of value to me.

There was another link in the email: Our most popular download of all time is now revised and updated for 2009. Learn how leading organizations use EQ to boost their bottom line.

It lead to more sales copy. Ho-Hum. As a result, I concluded you didn't give anything, because you didn't have anything new beyond the original work on EQ. I have other emails to read and other places to go. Next.