Sales went up up up. . .
Until they didn’t.
Those were some of the words that I bolded in one of my newsletters this summer.
If you get my newsletter, you know that I am an extremely longform writer. I tell a story, I digress, I share a lot of examples, and I always close the circle, but sometimes it takes 2000 words.
In the age of inattention, how do I have fanatical readers, and a great open rate? People that have a “Katie Folder” to save them?
Well, I think it’s because the newsletter is unlike any other newsletter that I generally read.
But another reason is because I put clear headings and I bold enough text that if you skim it and you read the bolded parts that stick out, you can get most of the essential story.
That’s what grabs people and pulls them in to read the rest. Or not. It’s possible they have gotten what they want from the bold sections.
This is a deep dive tip, but it will help people digest your words even if you don’t have tons of words. Bold some of the essential information like sale, dates or class times or the names of whatever new plant or service you are introducing.
It’ll make it easier on your customers, and that will produce better results for you.
