[nhebb]

Re lionhearted's comments:

Sometimes it's hard to discuss topics like this without being judged as PC at best or a Milquetoast at worst. But ultimately this is a business forum and businesses need to market.

Copywriter Joseph Sugarman wrote a book called Advertising Secrets of the Written Word. It's the kind of title you'd expect from a long-copy copywriter, but it's worth reading for his list of 57 points to consider in advertising. Part of marketing is about breaking down walls to acceptance, which is what I really got out of the 57 points. So the last thing you want to do is build a wall to conversion right out of the gate.

In other words, this is my long-winded way of saying that I agree with lionhearted.