Pat Friesen is a direct response copywriter, content developer, copy coach and creative strategist. She is also the author of "The Cross-Channel Copywriting Handbook," published by Direct Marketing IQ. Reach her at (913) 341-1211.

I guarantee this column is worth reading if you're responsible for using words to generate more clicks, calls or traffic through the door. No, this isn't about writing copy. It's about increasing readership by increasing readability—the importance of the specific typefaces and fonts selected.

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