Any Reference giving advice which text parts to bold, span highlight in a copy?

[LuckyLuke]

Hey mates
Is there any good product or reference resource to get information on how to exactly finish sales copy text. I normally highlight Benefits in yellow, seed Call to actions bold, and for questions? i use italic fonts ...

But I wonder if there's any proven best-practice?

[Chipt]

Originally Posted by LuckyLuke

Hey mates
Is there any good product or reference resource to get information on how to exactly finish sales copy text. I normally highlight Benefits in yellow, seed Call to actions bold, and for questions? i use italic fonts ...

But I wonder if there's any proven best-practice?

Each of us has his or her own 'way' of doing things...

A few considerations:

1. never use more than 3 fonts in any piece

2. keep colors to a minimum

3. yellow is extremely hard to read, as is text against a black background

4. a sans serif font like Arial is best for headlines and subs, not body text

5. Serif fonts like Verdana, Tahoma, NTR can be used for both headlines and the body, depending on the look and feel you want your piece to have

6. I left justify all headings and subs, except perhaps the top headline or sub, depending on the look I want

7. I never indent paragraphs because that is traditionally used for personal writing and all mine is for business

8. Use reasonable margins and don't double space everything just to make it look longer

Hope that helps -

Chip Tarver