So I guess I have never heard a reason to not have a license and the biggest negative is you save $400 and have to put decent size fonts on your advertising.

Expert says that there's not much of difference when it comes to response rate if you use handwritten font instead.

Or handwritten font?

They print the letter in handwritten font and mail the letters.

At the top of your resume (after your name and contact information) you should have your Objective in a bold and noticeable font.

.- Red Font is formula based, all others are inputs.

Have different colors, text, fonts, messages, and pieces (letters, zip letters, postcards). 

I apologize for the big font.

H1, H2, H3, H4 etc tells the browser what size and font to use to display the text.

So, she was VERY specific about fonts, templates, even the style of stamps to use on direct mail, even going as far to say, "If you don't have a cute puppy or horse in the background of your letter, your response rate will drop from my typical 12% to the average 1-2% response rate".