This simple copy rule can make or break your campaign. It’s a punctuation rule:
Use exclamation points sparingly!
Sometimes you do need to punctuate your excitement.  But be careful not to go overboard.
Too many exclamation points make your copy sound cheesy or even worse – unbelievable.  But in other cases, they are needed to change the tone.
See how differently these examples read thanks to punctuation:
 
Example 1:
Wrong:      Easy to understand. You even get email contacts.
Right:         Easy to understand. You even get email contacts!
 
Example 2:
Wrong:      Revealed: The secret to a crash-proof portfolio!
Right:         Revealed: The secret to a crash-proof portfolio.
 
If you’re not sure, consider your audience and your product. Products that are serious in nature, as well as luxury items, will rarely use exclamation points in print advertising. For example, you won’t see “SALE!” on a Lexus billboard.
What do you think of these examples? Comment Below!

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