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This reduction will also yield one or two more words on each line, and an extra one-half to one inch top to bottom (10% of 11 inches is 1.1 inches). Most recipients are reluctant to admit, even to themselves, that they Why your letter must are going to sit and read a promotional letter for ten or fifteen minutes.

So if it look easy and short. looks like it's going to take a long time to read, it's just tossed in the pile to be read sometime between later and never, and eventually winds up getting thrown out. So Rule Number 2: it must look good to get people to read it.

Keep the letter visually stimulating. Use visual tricks to gain and hold visual tricks. the reader's attention. Keep the reader from becoming bored by a wall of underline. repetitive visual blocks of plain gray type. Underline one or two words, or short phrase, in all but one or two of the paragraphs.

Bold type can be effective if used occasionally to call attention to Bold. important points like the Toll Free Number or Free Shipping. Use bold in one or two paragraphs. For words in a list, bold can be used more frequently.
Use all capital letters only once or twice on a page for a short phrasal
Caps. that really is an attractive benefit such as "FREE OVERNIGHT SHIPPING.' You can get an idea of how effective this is even in this typeset page. When presented in typewriter-style type in a letter, it pops off the page.

 

Don't get too cute, or go crazy with all those slick type styles (called fonts) now available for typewriters and computers. Use typewriter-style type

Fonts. to make your letter look like it was just typed on a typewriter. There are several versions of typewriter-style type, and I recommend these rather than having the letter typeset in an advertising-style typeface.

The font "Courier," made popular by the standard version of IBM typewriters, and "American Typewriter," a typeface designed by the type house of ITC (must be set at a service bureau or typesetting house) are my favorites. Several other typefaces are OK too. These are just my personal recommendations.

The size of the type in a letter should be determined by the amount of Type size.

 

copy you have and the amount of space you allot to it. Usually I set the typeface of American Typewriter at 9/11 (pronounced 9 on 11) which means the size of the type is 9 point (there are 72 points to the inch) on an 11 point lead. Leading is the amount of space between lines, pronounced as if written "letting. Brief history of The term "leading" is a carry-over from the days when all type was type. Very brief. actually cast in a mixture of molten lead. Thin strips of lead were placed in between the lines to increase the space, and hence the name leading.

 

In those days, typesetters sat next to a vat of the molten lead mixture and each character was actually cast in lead, just the way it had been done for centuries.

 

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