‘Why Some Friction in Sales Copy is Good’ by Michel Fortin
Fortin says, “Using italics, bolds, highlights, etc to add emphasis in copy is a powerful tool. But use too much, and you are actually creating the opposite effect — everything looks the same and nothing is emphasized.
So you must emphasize judiciously and strategically.
However, some have suggested that emphasis should be avoided completely. One copywriter suggested that words alone should convey the message. He referred to formatting as “speed bumps,” which reduce usability and readability”.
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