“Imagine watching a play go from a monologue to a dialogue in the same scene. Or a movie fade to a perfectly white screen. It gets your attention, right?”

@VeryGoodCopy

Copywriting guru, Eddie Shleyner says, “Our minds are hardwired to notice change.” This means you can really get your benefits—the key to your messaging— to pop in an email if you only use bold to accentuate those specific bits of information.