Dear Barnes & Noble Copywriters:

Fall in Love with a New Book and Save 30%” is a really terrible subject line in an e-mail. Falling in love with a book is ipso facto a great and heady intellectual adventure. Saving 30% can be satisfying too. (I’d rather pay 70 cents for that orange juice than an even buck, sure.) But something as [melo]dramatic as falling in love shouldn’t be, even in your sales pitch, put in the same breath as a reasonably good sale. It’s like a guy telling his best friend he just met this wonderful girl he wants to marry because he realized she’s a cheap date.

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