Designing Your Irresistible Free Offer – Part 2

Where should you begin your search for the perfect font?

Not a designer? When in doubt start with the most widely used fonts for email, plus Garamond for good measure. They’ll always make you look good because they’re:

• tried and true
• widely available and
• readable

Below are fonts in my email program (plus Garamond) which I’ve typeset the same size so you can see the subtle  differences:

Before choosing your favorite and moving onto designing your Irresistible Free Offer, you’ll also want to consider:

1. The age of your audience
2. The amount of text — Is your IFO an e-book with lots to read, or checklists with a few short paragraphs?
3. Your message — Is your IFO serious or playful?

Here’s why:

Audience age

Older eyes prefer darker and larger the typefaces like Tahoma or Courier

Story length

Lots of text? Choose a serif face like Cambria, Garamond or Times New Roman.

Short text with a bulleted or numbered lists? My eye prefers a widely spaced Consolas (sans serif), or Cambria (serif). Don’t agree? Not a problem. Here’s what seasoned designers like me, do every day:

1. Typeset your list using one font
2. Copy and paste it a few times
3. Select and change font styles
4. Compare and choose the one you like best

Playful or serious

I consider all the email typefaces to be “serious” because they’re all appropriate for business.

Here are a few examples of playful fonts.

 

TIP: If a playful font suits your business and your message use them for your headlines and subheads, but never as body copy. For body copy, choose a neutral font like Arial or Tahoma so it doesn’t compete with your headings.

Takeaway

• Fonts, like people, have personality.
• Your type choice should complement your message,
• it should never become a distraction because
• your font’s job is to make your message easy to read.
• When in doubt choose something familiar, like any of your default fonts found in your email program.

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