Emacs: Typing in bold and making it stay that way.

This is an Emacs question.

Occasionally I want to type something in boldface, to draw attention to it. So I use the command M-o b, and type, and it's in bold. Then I use the command M-o d, and type, and it's not in bold. That's what I want, a word in bold that stands out from standard text. Looks good. I save the file. When I re-open it, the bold is gone. Where'd it go?
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