Using typography effectively

- As a copywriter, you focus on words. … But you can add a whole other dimension … to your work … if you learn to focus … on letters and lines, … basic typography as well. … If you're working in print, … you may not have control over typography, … but you can still provide guidance … and anticipate type layout … in the way you edit … and organize your work. … If you're working online, … you may actually have much more control … and be able to directly impact … the look of your work. … I'll give you … some quick typography rules to follow … as well as a tool or two. … The basic rule is this, … make your copy easy to scan … no matter what, … long sales letter, short brochure, … webpage, movie script, … it has to be easily scanned … because that's how humans read short copy. … And by short, I mean not a book. … This isn't super scientific, … but I've tested pages … with a solid global copy … and pages that are broken into chunks, … and it's clear that … people spend more time … and convert better on …