If you’re producing an e-book, a checklist, or a combination of the two, you’ll need to think like a print designer. Why? Your irresistible free offer will be downloaded by your interested prospects who will likely print it out to read later.
The Type You Choose Makes All the Difference
Pros know type. Amateurs choose what they like and wonder why it doesn’t look professional.
Unlike a WordPress template design that makes all the type decisions for you so you look professional right out of the box, you’re on your own in the print design world. Don’t fret. I’ll walk you through the process beginning with…
Decisions You’ll Make Next
After choosing your body copy and headline font, the next choice will be size and color of your:
- Headline
- Subheads and
- Body copy
As a graphic designer who’s produced hundreds of printed brochures over the years, choosing a font style, size and color comes second nature. To get you started here’s a font size cheat sheet:
Font Size
Body copy: 10, 11 or 12 pt.
Headline: 20, 22, 24pt. (twice the size of your body copy)
Subhead: same size as body copy plus:
- Bolder, or
- A completely different font,
- And /or a different color to attract attention and break up long copy
Leading
You’ll also be deciding how much leading to use between each line of text. Leading is the space between the lines.
Here’s an example based on the standard 10/12 (10pt. type with 12pt lead), 11/13.2, and 12/14.4
Line Length
As you can see from the type example above, the larger your text, the fewer words on your line.
How long should your lines of type be? Depending upon the size of your body copy, you’ll want to keep these three points in mind when designing your irresistible free offer:
- 45-60 characters (aprox. 7-12 words) is easiest on the eye:
- Anything longer and the eye begins to wander
- Less than 30 characters and your copy gets it’s too choppy to read, so harder to comprehend
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