Bold Key Messages
This works on the same principle as with the subheads, but it gives you a few extra words to get your idea across. Bolded text automatically draws attention, making it more likely that the reader will see your key message. Again, anyone skimming your white paper should be able to pick up the main ideas just by reading the bolded text.
However this technique should be used sparingly. If you bold every word, then it will have less impact on the reader. Worse, it will make your white paper harder to read and your reader might just put your white paper down.
Keep in mind that you are not limited to just bolding effects. Some people use italics, underlining, or even a highlighter effect. Your only guideline here is to get skimmers to notice the text without distracting the readers.
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