Quick Tip:
How to Use ALL CAPS to Emphasize Copy

Capitalizing some words can be an effective way to add emphasis to your copy. But beware: Misusing capitalization can hurt your copy… to the point of losing sales. Here are two simple rules to follow:

1. Do not try to put emphasis on certain words by capitalizing only their first letters – Like This. It looks awkward and wrong. Instead, capitalize entire words – LIKE THIS.

   (Of course, if a word should normally be capitalized, always do so. If you’re not sure, use a spelling dictionary – not your computer’s spellchecker.)

2. Do NOT put more than five or so words in a row in all caps. Long stretches of all caps are hard to read, make it look like you’re "yelling" – and can reduce response to your copy.

The Professional Writers’ Alliance

At last, a professional organization that caters to the needs of direct-response industry writers. Find out how membership can change the course of your career. Learn More »

Click to Rate:

•  
• 1
• 2
• 3
• 4
• 5

Average: 5.0

Published: April 4, 2005

Facebook   Twitter   Pinterest   LinkedIn   Google+   Email a Friend

Related Content:

• 7 Key Principles for Writing Riveting Reactivation Letters
• Quick Tip: Using Testimonials to Make Your Sale, Part 1
• Quick Tip: Words to "Actually" Avoid
• Quick Tip: Using Testimonials to Make Your Sale, Part 2
• More from The Golden Thread

Guest, Add a Comment
Please Note: Your comments will be seen by all visitors.

You are commenting as a guest. If you’re an AWAI Member, Login to myAWAI for easier commenting, email alerts, and more!

(If you don’t yet have an AWAI Member account, you can create one for free.)

Display Name*:
This name will appear next to your comment.

Email Address*:
Your email is required but will not be displayed.

Comment*:
Text only. Your comment may be trimmed if it exceeds 500 characters.

Too hard to read? See a new image | Listen to the letters

Type the word above*:
Hint: The letters above appear as shadows and spell a real word. If you have trouble reading it, you can use the links to view a new image or listen to the letters being spoken.

Submit Comment (*all fields required)