You know the type of copy. Weโve all read it. โThis is a great special offer! Weโre here to help! Call us now!!โ
Whilst liberal use of exclamation marks can be forgiven in personal emails and social posts, what about in business copy? I have a point of view. Read on to hear it.
Defining an exclamation mark
Back to basics. The definition of an exclamation mark is to indicate an exclamation.
Whatโs an exclamation? An expression of surprise, shock, excitement, fear, pleasure, and so on.
So, when I see a companyโs email enter my inbox with 10 exclamation marks for every 100 words โ even double !! in places, am I to assume that they simply cannot contain their excitement?
As the reader, Iโm always left a little, well, irritated at a message delivered in this way.
Bah humbug? No, not really. But I do think thereโs a better way.
Whatโs my hang-up with overuse?
You see, certain people will insert excessive exclamation marks to try and appear as friendly as possible. Itโs like a smile after every sentence. Or a cheesy grin if you like.
I get that. But it’s going to take more than a few !!!! to appeal to your readers.
I think itโs lazy.
Let me be clear. I like using the exclamation mark. In moderation, itโs powerful. But excessively, to me, itโs irritating and uncreative.
Time-served copywriters have learnt many ways to weave expression and tone into copy. That might come down to sentence structure, variety in punctuation and a healthy balance of techniques across the page.
There are no end of ways to write warm and friendly copy without littering it with !!!!
The trouble with a trend
Thereโs a growing problem though.
As time passes, and a lack of writing creativity creeps in, weโre becoming de-sensitised to seeing excessive exclamation marks. Three are turning up where one would do, and one is just kind of, normal.
So, am I flogging a dead horse here?
Well, no actually. Think about some good copy that you read recently. Copy that made you stop and read. Was it littered with exclamation marks? No, it wasnโt. Because fundamentally, we still react better to more creative copy. Copy that has received the time, thought and planning it deserves.
And thatโs why my horse is well and truly alive.
Which camp will you fall into?
Why not take some time to critique your own copy? Have you fallen into the exclamation trap? Will you accept that as the status quo, or look to stand out with greater creativity?
The detail does matter. And it does make a difference. To your business performance and to your customerโs perception.
Article originally posted on cantaloupemarketing.co.uk