This is probably the shortest blog post you will ever going to read from me, but short doesn't automatically say that it's not worth your time. Here's what I believe: most readers are looking for reasons to stop reading. If readers have other demands on their time, why should they pay any more attention than they absolutely must? Readers are always looking for the exit. Typography is the key. It can make them read some more. Below are 59 words about typography. Every word is true. 4 questions, 4 answers. Simple as that.
What is typography? Typography is the visual component of the written word.
Who is typography for? Typography is for the benefit of the reader, not the writer.
Why does typography matter? Typography matters because it helps conserve the most valuable resource you have as a writer: reader attention.
What is good typography? Good typography reinforces the goals of the text.