I got a fax from a lawyer the other day, and the cover sheet had a bunch of negative disclaimers and warnings about who should and shouldn’t read the fax. The bottom line was (according to the person who sent it) that if the wrong person read the fax, their eyes would fall out, and they would spend the rest of their days in living hell.

Then I got a fax from a company trying to sell me something. It had a nondescript, plain (boring) cover sheet. Now, here’s a company trying to distinguish themselves from their fiercest competitor, and they can’t even start with something so simple as a fax cover sheet.