- We pay more attention to beginnings than to endings. Put important stuff first.
- A highlighter is your friend. Use it to emphasize key points.
- Use bullets.
- Recap and summarize.
- Use color.
- Bold type emphasizes.
- Underline.
- Change fonts.
- Italicize.
- Use diagrams.
- Write for clarity. If you confuse buyers, you lose them.
- Use short sentences—8 to 15 words. Make points quickly because short sell.
- Needless repetition bores readers. Avoid echoing thoughts and over-explaining.
The first step to making a new sale is getting the buyer’s attention. Consciously designing information so important points jump off the page increases your odds of success.
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