Pamela can’t decide which font says “professional, efficient, and responsible” for her brand new newsletter nameplate. Robert isn’t sure if his selected font is “rugged” enough for his new blog. And Joan is struggling to find a font that’s retro and friendly but not an attention-hog.

Do these challenges sound familiar?

If you’ve seen those bumper stickers encouraging you to honk your car’s horn if you agree with the bumper sticker’s sentiments (”Honk if you like popcorn” for example), then you probably hate more than just spam. You probably hate traffic.

Assuming you do hate traffic, do you go around telling people this? Or, knowing you’re not the only one do you just go about your day?

Saying “I hate spam” on your website’s subscribe form as a way to help people feel safe giving you their email addresses just plain doesn’t make sense. It’s sort of like saying you hate traffic.