My name is Ann and I'm a grammar geek. There, it's out and I'm relieved. Does this mean my writing is perfect and consistently conforms to grammar rules? Heck, no. It does mean that I spend hours perseverating about serial commas, dangling participles, and feeling guilty if I end a sentence with a preposition. I worry endlessly about what I call the PowerPointification of America (i.e., the trend toward writing short chunks of information in bullet points - which, incidentally, is what sells). I can't bring myself to use abbreviations in e-mail or instant messages. I don't use emoticons. I can't help it. For better or worse, I'm a word nerd.
In my technical writing world, I get paid to think about these things. I must stay on top of instructional design trends, write to suit my audience rather than myself, and ensure that my copy is error-free both technically and grammatically. Often, I must check my ego at the door and conform to writing styles with which I don't agree. Why? I must please my customers. It's my job. There are times in life when we all must conform and comply to rules we don't like. Sometimes, however, you just have to stand up for what you believe. For me, it's a strongly held belief that the exclamation point is a dangerous grammar tool that should be used sparingly and with caution.
Why do I pick on the exclamation point? I've noticed a trend in recent years that correlates with the growing popularity of e-mail and instant messages. It's the proliferation of the exclamation point. I see so much Web copy with multiple exclamation points (e.g., "This widget is the best in all of widgetdom!!!!") or an entire page of Web copy in which each sentence ends with an exclamation point. This makes me feel like someone is yelling at me. It "hurts" my virtual ears. And frankly, if you use the exclamation point too much, you are like the boy who cried wolf. Who is going to believe you if you're always yelling to get attention?
What's a newbie copywriter or small business owner who can't afford to pay a professional copywriter to do about exclamation pointitis? Follow these simple guidelines:
Still stuck? That's okay. We small business owners aren't expected to know everything. Chances are there's another business owner out there who loves to write killer copy. Have others you trust read your work. Make it a habit to check out the writing styles of people and companies you admire. Find Web pages with exclamation pointitis and think about how you would improve them. And always remember, the beautiful thing about Web sites and your blog is that you can change your content whenever you want.
The bottom line is that well-written copy portrays a professional and polished image. Is your marketing copy up to snuff?
Copyright 2005, Ann Zuccardy, All rights reserved.
Ann Zuccardy is a freelance technical and copy writer with 17 years of industry experience in marketing and technical communication. She currently consults with IBM in Essex Junction, Vermont where she writes software user manuals, training guides, and release notes. Ann is also the owner of Vermont Shortbread Company. She can be reached at http://wordbrains.com/
What ever happened to good old fashion, fundamental copywriting? Has... Read More
You've done it. Gotten that press release written. Now you're... Read More
The single most important element of your website's copy is... Read More
These days, you don't have to traverse the dark forest... Read More
You know what it's like, you're reading the sales material... Read More
Think you have what it takes to be a freelance... Read More
Sometimes learning what not to do is as important as... Read More
Have you seen those copywriting gurus, working it on the... Read More
Have you ever wondered how your copy sounds to your... Read More
I know, I know. Times are tough. You have to... Read More
Lets start with copyright infringement.It is easily explained as copying... Read More
If you write for a living, you deal with deadlines.... Read More
Writing copy has sometimes been compared to an "art." While... Read More
It is important in this new paradigm of political correctness... Read More
In the world of web copywriters, many will try, but... Read More
Is it out there? The chance to be a freelance... Read More
Do you have the training and skills needed for copywriting?Are... Read More
Subhead..How to bundle for valuable results without devaluing your productI... Read More
One of the keys to writing good marketing copy is... Read More
One thing all successful Internet marketers have in common is... Read More
Quotations are expressions, usually in the spoken form or in... Read More
So many copywriters think that it's enough to be a... Read More
Here's a fundamental difference between copywriting offline and copywriting for... Read More
When writing direct response copy, there are a few things... Read More
Many people feel uncertain when dealing with copywriters. Like any... Read More
People tend to read your ads and sales letters in... Read More
Market identification Custom writing services market is a sector of... Read More
Why Some People's Ads Almost Always Make MoneyDiscover the Master... Read More
WHAT'S THEIR PROBLEM?How do you begin a dialogue with a... Read More
A passionate debate is currently raging in the Copywriters Forum... Read More
Today I am having a rant inside of my own... Read More
Did you know that your writing can have a huge... Read More
Many professional freelancers will go their entire career without ever... Read More
Most people can write. Some can even write well. But... Read More
"It's the headline, stupid," is the sign that hangs over... Read More
Writing headlines for your ads is the most important part... Read More
Most of us have seen a heckler at a baseball... Read More
Ask any copywriter what the first commandment of copywriting is... Read More
If you're hunting for a good freelance copywriter and have... Read More
Site visitors generally stay with you for as long as... Read More
In order to get ahead in your copy writing business,... Read More
When you create headlines, do you put benefits into your... Read More
Sometimes it's a struggle to figure out what's the best... Read More
A passionate debate is currently raging in the Copywriters Forum... Read More
According to Branding and Advertising legend, David Ogilvy: 5 times... Read More
About 50 years ago, movie serials kept theater crowds coming... Read More
I've seen this ongoing debate debate jump up again recently... Read More
Have you wondered how you can make a career writing... Read More
Do you want to make $5000, $10,000 or more every... Read More
I recently sponsored and attended Joel Christopher and... Read More
A subscriber to my newsletter asks: "Got any good pointers... Read More
One of the best marketing tools available to your internet... Read More
Did you know that jobs writing about food are available?... Read More
Many professional freelancers will go their entire career without ever... Read More
Tech-writing is a tricky business. It's not a very high... Read More
Hi {FIRSTNAME Friend},Next time you're flicking through your local newspaper,... Read More
Building a professional reputation requires a campaign founded on your... Read More
One of the most important priorities of evey online business... Read More
Lately, I've been getting emails from other copywriters who ask... Read More
Back in the late nineties, the phrase 'Content is King'... Read More
Ripped content: well the term itself is self explanatory. Content... Read More
It's time to write your next ad or brochure. Maybe... Read More
You only have an instant to capture your prospect's attention.... Read More
Many small businesses fail because their owners don't pay enough... Read More
Many people feel they have a story to tell or... Read More
Whether you're wet-behind-the-ears or a seasoned copywriter, your craft will... Read More
Copywriting |