If you over-bold, it might be the only thing that your prospect reads.
This past weekend the kiddos started choir at Sunday school
In the days leading up to their first day
An email went out to parents telling them to attend the first 30 minutes of their child’s first day.
Out of 15 kids, only 1 kid’s parents came to class.
Because the email that went out explaining this
Had lots of bold
But the part about parents needing to show up
Was not bolded
Just like your prospect
Tend to either skip right to the shiny parts
At the expense of everything else.
See if this helps*
In your prospect outreach
If you find yourself needing to call out the important stuff
You might be sending a message to your prospect
That not everything’s worth reading
Make the entire email short
And “bold worthy”
Without the bold.
P.S. Yes, I did use bold but the sentence is so short and part of the flow of the email that it’s not enough to skip to or skip over. Does that make sense?