In general, it has been known to be demonstrated through decades of copyrighting and marketing effectiveness studies, that, in general, people read bolded text because bolded text stands out. Things that stand out tend to be paid attention and the rest of the details tend to be overlooked. Remember the wave test. You want to get people interested enough to even start to read the text that you’ve laid out. Why are you still reading this, the bolded text ended a long time ago. Stop reading. I’m serious. I don’t want you to pay attention to all this text. I’m pretty bored of typing it already. Would you stop? Okay. Stop. Don’t read the next sentence. Made you read this. Now that’s real marketing science.
