A forum post on my copywriters board suggested that too many italics, bolds, underlines, yellow highlighting and the like are not good. One referred to them as “speed bumps,” which reduce usability and readability.

I don’t necessarily agree with this premise.

First, understand that formatting tricks help to drive important points home, or emphasize key points in the copy you want your reader to read, focus on and remember.

When in a face-to-face encounter, a sale is not only made on what you say but how you say it. Including inflection of your voice, rhythm, tone, volume, pausing, nonverbal communication and others.

Because “how” you say it can emphasize, support or contradict your message.

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Copy is all about words. Or is it?

Copy is about using words to describe the benefits of your offer. About using words to paint vivid mental imagery. About using words to stir the senses, press all the “hot buttons” and push the reader to take some kind of action.

But is it really ALL about words? I mean, just words? No.

Some copywriters claim that graphics, formatting and photographs should NOT be added to a salesletter because they distract. They can take the reader’s focus away from the message.

I agree. But not entirely. Here’s why…

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