Writing in capitals, sometimes known as writing in ALL CAPS, is something to be avoided.  It sounds like you’re shouting, and there’s no quicker way to break rapport.

I know you might think it’s a good way to highlight something important.  I know you might imagine it’ll help to break up the text, and draw attention to a key section.  I know you might feel you can get away with it because you’re sharing an important and powerful message that people will absolutely, definitely and I mean DEFINITELY want to hear.

You can’t.

Trust me on this.

Whoever you are, whatever your message: all caps sounds like shouting.

And in a noisy, busy world, full of e-mails, and too many reports to read, and text messages and twitter streams flooding on by… it’s too much.  It’s too noisy.  It’s too harsh on our digital ears.

Drop the all caps.  Use bold if you want: it helps your words to stand out… without making me rub my ears