Decent article, but I can't help but focus on the lack of capital letters. It's driving me crazy.
Sam – a while back, it struck me that capitalisation has little practical value. I even tried writing articles both ways and decided that all-lower-caps was easier to read.
So, at least in the places i can control—my blog for instance—I now write in all-lower-caps.
Hope that helps.
I have to disagree with this. Capitalization breaks up the flow of the text. Also, capitalization is important to show readers the importance of specific words. What do you do when you have to use a proper noun like a name? I fell like using lowercase on someone's name could be taken the wrong way. Just my 2 cents.
If it were paragraphs, I'd agree with you re: breaking up the flow of the text.
I'd never agree with using capitalization to "show readers the importance of specific words," though. Nothing drives me more crazy than people capitalizing words to try to make it look like Those Words are More Important. This seems to be commonly done by writers who aren't actually writers, but are writing their own copy because they think anyone can be a writer.
I have to say, I don't really think that's how writing works. You can't just make up your own rules because you feel like it. Then the system falls apart. Capital letters are an agreed upon rule—just the fact that the lack of them are distracting your readers give them practical value.
Actually you can make your own rules, this is how language evolves.
it's his blog, i'm pretty sure he can make up his own rules to how he writes it.
No, its grammatically wrong.
The lack of capitals at the beginning of each sentence is distracting. It looks unprofessional and diminishes the value of what you are trying to say which is a shame. Your post has some great points but if you're going to write about copywriting, capitalize your sentences.
I love the Elements of Eloquence too, you've just reminded me to go and dig it out!
Great article, thanks for sharing.
Thanks. This wasn't something I'd seen anywhere online, and hence thought it would be useful for folks. It's nice to see you appreciate it.
it'd be nice if people were talking about the content of the article rather than the lack of capitalization.