When to bold type?

[Keeslover]

Hello Warriors,

I'm getting ready to write a sales page and like the effect of bold type, used judiciously. Sometimes it seems obvious when to use it, but I was wondering if any of you have guidelines you follow. I don't want to overdo it but want maximum effect.

Any ideas are much appreciated.

Thank you,
Melody

[Chris Ramsey]

There are two main times that I like to use bold fonts.

1. When I want to emphasize something I need the viewer to read.
ex. A pretty interface just isn't an effective selling tool!

2. When I want to 'command' the reader to do something.
ex. When you're ready to take action and start making more sales, you can contact....

[Keeslover]

I'm glad you brought up #2 - I don't do that as much as I should.
Thank you!

[Chris Ramsey]

No problem Keeslover. Glad I could help

[markcarraway]

The only thing I can add to the excellent comments that Scheda made is that when using bold type for effect or emphasis, I take a long step back before I finalize my copy. Mainly, I want to see what the overall effect of the bolds are in the entire context of the copy or page. If you see that every other sentence is boldened, then chances are you have lost the effect. It is best when used with restraint.

[Chris Ramsey]

Mark has a great point.

After writing your copy ALWAYS give it a night to percolate. The next day look it over with fresh eyes and see what changes need to be made.

[Keeslover]

So true. Copy that I have let sit is so much better it's amazing.

Thanks, Mark and Scheda!

[Raydal]

Bolding has traditionally been used for emphasis and I think that's
what your readers would expect when they read your copy. They
expect that you think the word, phrase or sentence is important
so they should pay special attention.

Along with those reasons that have already been mentioned I also
would bold words in a sentence that if missed can make the sentence
mean the very opposite of what you intended.

For example:

"You should not use red as a background color because this would distract
your readers from your text as this color is too strong as a background color."

For the reader who is speed reading there are some small words that carry
big weight and can be emphasized (italics, underline, bold etc.)

Bolding also helps to break up the tedious boredom of long passages.

-Ray Edwards

[Johnny12345]

I like Frank Kern's "bold type" method. He goes through his letter and uses bold type to highlight the essence of his sales pitch for the benefit of people who scan (which, on the web, is almost everyone). In other words, if you scan one of his letters and look at only the bold type, you'll still get a feel for his sales message. Clever.

Johnny

[Keeslover]

Hi Ray and Johnny,

Thank you both. Your suggestions were great - I finished the letter this afternoon, and after reading your posts went back and gave it a quick look. Was surprised to discover I had done much of what you advised.

Glad I'm on the right track.

Melody