If you can make an rtf, then you're already there... rtf's look great on the Sony Reader!
To make it look nicer, you may want to make three or four adjustments depending on the file, and all can be done with MS Word:
1) Remove extraneous paragraph marks (that leave jagged end of lines)
2) Set full justification
3) Set the font to, say Arial or Times New Roman at about 18pt or 20pt
4) Set the properties to get the Author and Title the way you want it
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