i cdnuolt blveiee taht I cluod aulaclty uesdnatnrd waht I was rdanieg. The phaonmneal pweor of the hmuan mnid, aoccdrnig to a rscheearch at Cmabrigde Uinervtisy, it dseno't mtaetr in waht oerdr the ltteres in a wrod are, the olny iproamtnt tihng is taht the frsit and lsat ltteer be in the rghit pclae. The rset can be a taotle mses and you can sitll raed it whotuit a pboerlm. Tihs is bcuseae the huamn mnid deos not raed ervey lteter by istlef, but the wrod as a wlohe. Azanmig huh? yaeh and I awlyas tghuhot slpeling was ipmorantt!

And that's one of the basic premises behind good marketing.

You'll notice that you did have to slow down in reading that so that your mind could quickly (all things considered) put the letters in order to make the word. And that's why it is important that you know how to spell. If you didn't learn spelling all those years ago, you would not be able to read the gobbledygook.

ADDITIONALLY, USING ALL CAPS IS THE SAME WAY. The human mind is not used to reading ALL CAPS, so it has to slow down a little to determine what the word is. That's why, in good marketing, you don't see ALL CAPS except in short headlines. Sam way in your newspaper. Rarely will you find an ALL CAP headline. Those rarities typically are life-changing events, such as 9/11, Kennedy assassination, Challenger explosion, etc.

Initial Caps Is The Same Way. The Human Mind Isn't Used To Reading Sentences Where Each Word Is Capitalized, So It Has To Slow Down Slightly To Read It.

Speed reading is based on the premise that you can skip letters in words and still determine what the word is. The next step is that you can skip many words in sentences (the throwaway words) and still grasp the context because of the power words. Although I was always a fast reader compared to the peers in my class, it wasn't fast enough for me because I enjoy reading. My first Evelyn Wood speed reading course many (many, many, many, many) years ago increased my reading speed from 300 words per minute to 600 words per minute. However, the best thing was that my reading comprehension increased significantly as well. However, reading something like The Earth Chronicles or The Da Vinci Code still requires me to slow down because of all the strange names, foreign words and places, etc.

Once one understands how the human mind processes words, one can create marketing materials that will blow the competition away.

ADDITIONALLY, USING ALL CAPS IS THE SAME WAY. The human mind is not used to reading ALL CAPS, so it has to slow down a little to determine what the word is. That's why, in good marketing, you don't see ALL CAPS except in short headlines. Sam way in your newspaper. Rarely will you find an ALL CAP headline. Those rarities typically are life-changing events, such as 9/11, Kennedy assassination, Challenger explosion, etc.