Highlighting the issue

With all high persuasion sales letters, whether online or on paper, you are going to have to draw attention to parts of it to really get across the benefits of what you are promoting while you have someones attention. I regulary see sites that have taken this particular principle, and ran with it. Ran with it just a little bit too far.

Forgetting the fact that you do need to highlight, you also need to remember that ease of reading should never be forgotten in the ensuing frenzy. If your pitch is changing like a roman candle you will at best make it tricky for the reader and at worst break their will to carry on at an early stage.

So if you find yourself trying to pick a colour you haven’t used yet when highlighting parts of a pitch – stop briefly to think over whether what your actually ending up with a series of unconnected shouty sentences or a strong and coherent sales message.

..And remember – if you highlight everything, you actually highlight nothing!