Copywriting 101: Exclamation Point, Friend or Foe?

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:

Limit your Web copy exclamation points to one per page. Yes, I know you love your product, but remember, there is great elegance in simple, clean copy.

Read and revise your copy and then read and revise again...and again. If you're suffering from exclamation pointitis, ask yourself, "Are there adjectives I could be using that would more precisely illustrate the point rather than using exclamation points?" Remember, the thesaurus is your friend. Use colorful adjectives. Vary them throughout your copy, but don't use a word unless you are entirely sure of its meaning.

Don't ever use multiple exclamation points!!!! It's a sign of immature writing.

When is an exclamation point appropriate? Use it to convey extreme emotion or as a command (e.g., "Stop it!" I yelled, as my brother hurled me into the pool.)

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/

---

To Start Making Cash from Your Online Writing, You Must Draw Blood First

Writers write just like painters, paint on canvas. This is... Read More

The Five Rules Of Influential Web Writing

Building a professional reputation requires a campaign founded on your... Read More

?Super Adjectives? Boost the Power of Your Copy

Pretty or elegant? Good or scrumptious? Nice or delightful? There... Read More

The Lost Art Of Fundamental Copywriting

What ever happened to good old fashion, fundamental copywriting? Has... Read More

5 Ways to Instantly Improve Your Copy

1. Isolation technique It doesn't matter how good your... Read More

Touching the Prospect?s Emotions in Your Sales Letter

Your prospect has emotions? and you MUST touch these emotions... Read More

A Copywriters Rant: Either You Get it, Or You Dont

Today I am having a rant inside of my own... Read More

Top 3 Rules for Writing Effective Copy

One thing all successful Internet marketers have in common is... Read More

Tomorrow?s Clichés Today

I went to Google and entered a couple of different... Read More

Long Copy versus Short Copy

When I show some people my advertisements, I sometimes get... Read More

8 Tips for Writing Headlines that Grab Attention (and Keep Prospects Reading!)

Effective headlines make all the difference in whether your prospect... Read More

How To Become Qualified As A Proofreader

The field of proofreading is not as easy to get... Read More

When Panic Attacks Writers

If you write for a living, you deal with deadlines.... Read More

Five Sections of Your Copy Guaranteed To Get Read

Only about 20% of your copy is going to get... Read More

Welcome Informed Criticism of Your Work

When you come to 'know' something, there is a temptation... Read More

SEO Copywriting: 7 Tips

So you finally built a website for your home-based business.... Read More

Copywriting for Astrology, Numerology, Tarot, and the Mystic Audience

These days, you don't have to traverse the dark forest... Read More

Copywriting: Drafting Rules for Professionals

As a professional contractor who wears many hats, you owe... Read More

Advice for Copywriters: How to Win the Freelance Bidding War

Are you a freelance copywriter working from home? If so,... Read More

Making a Living as a Copywriter; Freelancing Versus Agency

So You Want To be A Copywriter?Wannabe copywriters often check... Read More

Copywriting Makeover: Making An Emotional Connection - Part 1 of 2

One statistic shows that over 80% of all buying decisions... Read More

Writing Effective Sales Copy

Whether you run a home-based business or Microsoft, one thing... Read More

9 Tips for Great Design of Your Marketing Materials

1) Don't just hire a good designer. Hire someone who... Read More

How to Develop a Killer News Hook

When you are going to write a press release probably... Read More

Discover Your Creativity

You have a choice. Do you want to be constructive... Read More

Freelance Copywriters on the Internet: How to Tell the Difference Between Heaven-sent and Hack

If you're hunting for a good freelance copywriter and have... Read More

How To Write Headlines That Grab Your Prospects Attention

It doesn't matter if you're writing an article, a newspaper... Read More

3 Ways to Increase Conversion Rates

In a previous article I talked about a few similarities... Read More

Copywriting Makeover: Making An Emotional Connection - Part 2 of 2

In part one of this article series we began looking... Read More

The Lead: Sinking The Hook Into Your Prospect

You only have an instant to capture your prospect's attention.... Read More

Give Me $1 And Ill Have A Powerful Marketing Weapon

One of my most powerful marketing weapons costs me less... Read More

Is Freelance Hiring Right For You?

Assume you were faced with the task of hiring a... Read More

Internet Marketing 102: Copy What Works

Internet Marketing- Forget the experts, latest software program or even... Read More