In the world of online marketing, the use of exclamation points can often be a double-edged sword. While they may seem like a great way to emphasize your message, overuse can lead to a loss of credibility and ultimately, a decrease in sales. This article explores the pitfalls of excessive exclamation point usage and offers alternatives for more effective communication.
Dear Digital Marketer, does your ad copy look something like this?
If this seems familiar, it might explain why your sales aren't skyrocketing. Overusing exclamation points can damage your credibility, which in turn, can harm your sales. The exclamation point has become the most abused character on the keyboard, leaving the quotation mark feeling neglected.
Just as insecure children might become bullies to compensate for their weaknesses, uncertain online marketers often pepper their sales pitches with an excessive number of exclamation points, turning the internet into a disaster zone of punctuation.
If you find yourself relying on a multitude of exclamation points to inject enthusiasm into your sales pitch, it's a clear indication that your ad copy is lacking strength and needs enhancement. Conveying the benefits of your product with confidence, supporting your claims with solid facts, enthusiastic comments, and genuine testimonials will always outperform a barrage of exclamation points.
Consider the following examples:
Which one seems more convincing? Most people would choose the second option.
The downside of writing without exclamation points is that it requires more ad copy, which might seem like additional work. However, the upside is that longer ad copy is necessary to effectively convey your message and increase your chances of making a sale.
If you're still not convinced, consider this: On your favorite TV sitcoms, you hardly notice the laugh-track because you're laughing along. On less entertaining sitcoms, the forced laughter after every line can be irritating, reminding you of the show's poor quality. The same principle applies to exclamation points. When they follow a strong or unusual statement, they go unnoticed. But when they follow unconvincing or mundane sentences, they seem forced and highlight the ad's lack of authenticity or effectiveness.
The internet community is an educated and discerning group. They're more likely to read credible sources than tabloids. They won't be swayed by empty hype and vague explanations. Moreover, many have been deceived online before, making them cautious and skeptical. Overusing exclamation points is a sign of amateurism, and people prefer dealing with professionals.
So, move forward, prosper, and reduce your exclamation points. Your credibility, and your sales, will thank you.
