“Yelling isn’t selling.” (source unknown)
This is true when speaking. And it’s true when writing.
The written version of yelling being ALL CAPS. As well as the gratuitous use of exclamation points!!!! (which requires its own post to address)
This is common among those who first getting into copywriting and content writing. They talk about the MASSIVE benefits you’re going to get! How this is a total GAME CHANGER! The RESULTS are INCREDIBLE!!!
Hypey language alone can be an issue. Then combine hype with all caps and exclamation points, and you have a near surefire way to SABOTAGE YOUR SUCCESS!
“Yelling” is usually the symptom of not knowing how to present a persuasive case. So the message relies on brute force rather than clear demonstration.
Now granted, there are times you CAN effectively use all caps. (See what I did there?) Primarily when you want to emphasize a word or distinction.
For instance, “It’s not WHAT you know… it’s WHO you know.” The caps provides emphasis on the distinction.
If you’re tempted to use all caps to sell, ask “Can I SHOW the benefit rather than YELL the benefit?”
Bonus Tip: Exclamation points are almost NEVER needed!
