UPDATED JUNE 24, 2025
Bold, italic, underline and colour: the main methods we use for adding emphasis to our writing.
But if you’re writing for social media, and you’re not using a third-party scheduling tool, these methods might not be options for you.
So how can you create emphasis in your posts and really make them pop?
One effective method is to use formatting and punctuation — and here are five ways to do that.
5 easy ways to write with more emphasis
1. Caps lock
Everyone knows that writing all in caps makes it sound like you’re SHOUTING IN YOUR READERS’ FACES.
Great if you want to be shouty and aggressive. Not so great if you want people to engage with you rather than swerving out of your way.
But just capitalising one word will give emphasis to that word.
Examples:
If you want a website that draws traffic AND converts, you need a copywriter with SEO skills as well as experience in writing sales copy.
This is NOT the way to achieve the results you want to see.
2. Full stop
Using a full stop after you’ve made an important point will give emphasis to that point.
Examples:
Be patient and don’t expect to see results straight away. These things take time.
This is the best option for your business. And it doesn’t have to cost a fortune.
In the second example, there are two important points to emphasise. Technically, it could all be one sentence, but breaking it into two sentences gives each point more weight.
3. Em dash
Use an em dash to give emphasis to the end of a sentence.
Examples:
Be wary if they say you can buy your way to the top of the organic search — this is categorically untrue.
Quick fixes are not recommended — and they could harm your ranking in the long term.
4. Line break
A line break is one of the most powerful ways to create emphasis, so reserve this for the really important points.
Example:
This is by far the best option to help you grow your business.
And it doesn’t have to cost a fortune.
Packages start from just £80, which make it both effective and affordable. You can find out more by…
5. Placement of words and clauses
There are three pointers for the price of one here.
Introduction
Open your sentence with a powerful adverb.
Example:
Surprisingly, there is no evidence to support this.
Reiteration
Affirm your message by repeating it.
Example:
Listening to your client is vital. If you’re going to give them what they want, you have to listen to what they want.
Affirmation
Follow an important point with a short follow-up sentence.
Example:
I know what you’re thinking: this sounds like amazing value. And it is.
Writing like this isn’t just for social media
Learning how to add emphasis without those go-to tools will help you make your other writing more powerful, too.
For example, you can use these tips to add power to your sales copy, marketing emails and advertising.
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About the author
I’m Jenny Lucas, a freelance copywriter and content writer, based in Leicester, UK.
I became a copywriter in 2005 after six years working in design and marketing.
In 2017 I decided to freelance full time.
Today I’m a generalist copywriter who specialises in SEO copywriting and content writing for the web.
You can read more about me here.
