SSWT Internet Marketing Forum

The other day I was browsing the Internet doing research, when I came across something that caught my eye - but not in a good way.

It was a salesletter, and it was absolutely hideous. So, what made it so hideous?

The letter was written entirely in bold type, which is a crime in itself. But even worse than that, the letter was highlighted in yellow from top to bottom.

Can you imagine that?

It looked like a big mustard sandwich with ants.

Unfortunately, I see this all too often with sales copy, as well as other types of copy.

You should use bold type and highlight sparingly, and only to emphasize certain words, sentences or paragraphs.

If you overdo it with these tools, you dilute their effectiveness. And then it becomes impossible to "highlight" (no pun intended) the points you were trying to emphasize.

Remember, "when you emphasize everything, you emphasize nothing!"

David Jackson

Mmmm mustard sandwich .... lucnhtime!

I absolutely agree with you. So many sales pages going up lately are overdoing the bold font and the highlighting.... and the RED text. That one drives me crazy. When over half your page is in red, it's not a headline anymore.

that's true, too much red text and too much bolding and underlining. It's easy to go too far. I try to avoid these but at the same time do use them to try and get my sites noticed, while trying not to go overboard with it.