Consistent Formatting Makes Professional-Looking Copy
By consistently formatting various elements in your copy – like subheads, call-outs, and sidebars – you add to the professional quality of your work.
But the importance of consistent formatting goes beyond that. Let's look at subheads as an example.
I've critiqued copy where the copywriter changes the formatting of subheads to try to create emphasis. Some of those subheads might be in a 14-point, bold, black serif font. Others are done in red, sans serif, 18-point type to make them look more important.
I understand what the copywriter is trying to do. However, the result looks sloppy … and hard to read.
And though I'm obliged to read this copy when I'm critiquing it, hard-to-read copy will not get read by your prospect. It's that simple.
So although you can vary the formatting of different elements in your letter, keep it the same for individual copy elements.
Your copy will look more professional, neater, and much easier to read.