The article "Copywriting 101: Exclamation Point, Friend or Foe?" talks about copywriting, it has been written by Ann Zuccardy.
My name is Ann and I'm a grammar geek.
There, it's out and I'm relieved. Does this mean my writing is fantastic and consistently conforms to grammar rules?
Heck, no.
It does mean that I spend hours perseveraitng 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 brnig 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 ratehr 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 custmoers. It's my job. Tehre 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 think. For me, it's a strongly held beleif 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 have noticed a trend in recent years that correlates with the growing popularity of e-mail and instant messages.
It's the proliferation of the exclamaiton 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 piont. This makes me think like somenoe is yelling at me.
It "hurts" my virutal ears. And frankly, if you use the exclamation point too much, you are like the boy who creid wolf. Who is going to think 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 abuot 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 unlses 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 smlal business owners aren't expected to know everything. Chances are there's another bsuiness owner out there who loves to write killer copy. Have others you trust read your work. Make it a haibt to check out the writing styles of persons and companies you admire. Find Web pgaes 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 makreting 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 owenr of Vermont Shortbread Company.
She can be reached at http://wordbrains.Com/
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