Do Fonts Really Matter?

You know, it’s a curious thing. The more moving parts people identify about a sales letter, the more things they have to obsess over.

For instance, one thing I get asked all the time, is whether or not the font size and style really matters. After all, if you’re going to read, you’re going to read, right?

And doesn’t content matter more?

Well, if you’ll slow down a minute here with all the questions and let me get a word in edgewise, I might be able to help you out.

Fonts, colors, and layouts ARE important.

So for example, one thing you need to consider is how “easy” something is to read on your eyes.

Studies have been done and what they’ve found (the proverbial “they” of course) is that online, it’s easier to read a sans-serif font, which means a font without bases at the top or bottom of each letter, like “Arial”… or “Verdana.”

And offline, in print, it’s easier to read serif fonts (with the lines), like Times or Courier.

This is why you usually see Times as the font in your local newspaper. You can read it easier, even when the point size is small.

Now the other thing you want to do is offer your prospects a dual-path of readership. Meaning, some folks are going to read every single thing in your letters… while others are going to skim through the letters, looking only at headlines and sub-headlines, and pictures and other things that are out of place or different.

So you need to provide both of those folks with readership paths they will stroll down.

And then lastly, you need to consider “eye-relief.” Eye-relief is simply providing enough “variety” so that your reader doesn’t get bored. This one’s quite important actually, and I’m a master at it. In fact, “layout” is my middle name.

You MUST make sure you’re varying things up enough so that no one’s getting stressed out or annoyed because what they’re reading is taxing their eyes… or their brain.

Now there are loads of other issues like font colors… paper colors… backgrounds… placement or pictures… using pictures or using photographs… the list is virtually endless.

But the good news is, you don’t need to know everything. You just need to know enough to be dangerous, right?

How does this impact YOU?

I’ll tell you: I recently wrote a piece that brought in a 42.7% Response rate, and I’ve incorporated this into a new product, called Lead Generation Explosion. On one of the DVD’s, I go through EVERY single font, font size, and color, explaining them ALL to you, so you understand why I used each one, and how YOU can leverage this information to create your own marketing pieces, online or offline.

In fact, the amazing this is ,the piece I wrote that generated a 42.7% Response — that response was generated on the FIRST MAILING ALONE.

And I don’t know about you, but in my lifetime, I’ve never heard of ANY kind of a response like that. Not even close!

In fact, a few years ago, I got a client of mine a 7.5% response, and even THAT was unheard of at the time.

If you want more details on this, then QUICKLY go to because you are in a bit of a race against time here.

You see, as part of this product, I am putting on a FOUR HOUR tele-clinic on lead generation, and ONLY the first 100 people who order will get to participate on this call.

So get to… the gettin’ to:

Now go sell something, Craig Garber

P.S. Listen, generating leads is not only my passion, but it’s also my gift. And I don’t care what business you’re in, Lead Generation Explosion is the FIRST system that takes you through EVERYTHING you need to know about generating leads, and it actually includes the ENTIRE campaign I used to get a 42.7% Response Rate on the FIRST mailing (that my client paid me a small fortune for), as well as detailed audio AND video step-by-step instructions explaining everything you need to know, including the psychology behind the strategy, AND the sales copy… and all the other little secrets and behind the scenes moves involved. The System includes online AND offline pieces — all effectively used in the campaign, and it even includes the faxes that were used to increase response.

I mean, you literally get everything in there, except the freakin’ fountain pen I used to write the darn thing with. Sheesh, I even show you the FONTS I used and why (and yes, there is a reason why you want to use certain fonts)!

So grab your copy, AND reserve your telephone slot right here:

About the Author

Craig GarberAuthor of "How To Make Maximum Money With Minimum Customers, " and publisher of Seductive Selling - an offline marketing newsletter currently read in 15 countries, world-wide. In a nutshell, I do two things: 1. I show you how to attract a reliable, steady stream of pre-qualified leads who are ready to do business with you NOW... 2. And I increase your net profits and cash-flow, by increasing your customer, client, or patient value -- often, dramatically. How do I do this? By developing, and helping you implement, unique, personalized lead generation and marketing strategies... using compelling sales messages that push your customers emotional buy-buttons. I've worked with over 300 clients in more than 104 different industries, since March of 2000, and I really enjoy what I do. I'm a stable, reliable, happily married family guy with three kids who loves life and always follows through on my commitments and promises. I love to listen to music, workout, read, travel with my family, take pictures, and go bass fishing. I always say "Yes," when it comes to good cigars, good books, and good coffee :-)