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

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 »

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Published: April 4, 2005

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