The success of your sales letter relies on its appearance. A marketer who has a highly targeted mailing list, a compelling offer, effective copy, and pays careful attention to how his letter looks, will enjoy better results than a person who focuses solely on content. You have to make your prospects glance down at your letter and catch their eye into looking at it further. Here are helpful tips in making your sales letters more attractive.

Use "serifed" fonts - The reason why newspapers and magazines use serifed fonts (or those with little knobs you see on the ascenders and descenders of individual letters) for their text is because they are more readable than sans-serif (or those without serifs) fonts. Examples of fonts with serif are Times New Roman, Courier, and Century.

Make the font size easy to read for your prospects - An audience of 20-something individuals can probably read the 10-point type, while the more older market may need to read it in 14-point type.

Make a short opening sentence and a short opening paragraph - If your letter does not have a headline, your opening line is the first thing your reader is going to look at. Catch their attention with sentences like "You hate it don't you?"; "Has this ever happened to you?"; or "Everyone wants a safer future for their family." Also, keep your opening paragraph as short as one to three lines.

Limit the length of all your paragraphs - Give your letter an inviting, easy-to-read look. Keep your paragraphs brief, between five and seven lines. Your reader has a lot of important things to do other than reading your letter, so make it quick to read.

Vary the length of your paragraph - Do not appear your letter with a certain boring sameness about it. Use the "print preview" of your word processor to see the overall look of your letter. Varying the length of your paragraphs makes your letter more interesting to look at and your prospect more interesting in reading it.

Set your sub-heads to center - Many people will scan your letter, so setting some inviting text into center can increase readership.

Use call-out devices - Aside from sub-heads, you can apply other enticing formats such as bulleted lists, underlining, and highlighting text with another color. Take care to use these devices sparingly.