Thanks to Dave Casali from readMedia in Albany, N.Y. for this simple tip about a common mistake I see regularly when I read press releases:
Nothing kills a reader’s momentum quicker than a section of text in all caps. Blocks of capital letters are extremely difficult to read, and tend to immediately turn readers off.
On average, upper case type is read approximately 13 percent slower than lowercase text. The reason for this is simple: Readers are used to lower case type, and actually view words as pictures, allowing them to put sentences together ahead of the point they’re reading. Using large blocks of capital letters cause readers to focus on individual words rather than taking in a whole sentence. Don’t let your message get lost in capitalized text!
That means no headlines written in all-caps either.
I just discovered Dave’s bi-weekly ezine “From the Tip Vault.” You can subscribe to it here.