Sometimes you need to punctuate your excitement with exclamation points, 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 recession-proof portfolio!
Right: Revealed: The secret to a recession-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.
If you would like to discuss your copy strategy and how you can improve response and boost sales, give me a call at (310) 212-5727 or email Caleb at [email protected].
 
Here are the rest of this week’s articles:

• 13 Key Strategies to Creating an Effective, Integrated Multichannel Campaign
• 5 Little-Known Secrets for Using “Floaters” to Dramatically Grow Your Prospect Base and Lift Response
• Testing corner: Can simple changes have a big impact?