My name is Ann and I'm a grammar geek. There, it's out and I'm relieved. Does this mean my writing is perfect and consistently conforms to grammar rules? Heck, no. It does mean that I spend hours perseverating 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 bring 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 rather 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 customers. It's my job. There 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 believe. For me, it's a strongly held belief 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've noticed a trend in recent years that correlates with the growing popularity of e-mail and instant messages. It's the proliferation of the exclamation 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 point. This makes me feel like someone is yelling at me. It "hurts" my virtual ears. And frankly, if you use the exclamation point too much, you are like the boy who cried wolf. Who is going to believe 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 about 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 unless 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 small business owners aren't expected to know everything. Chances are there's another business owner out there who loves to write killer copy. Have others you trust read your work. Make it a habit to check out the writing styles of people and companies you admire. Find Web pages 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 marketing 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 owner of Vermont Shortbread Company. She can be reached at http://wordbrains.com/
Closing the Sale - It Doesnt Have To Be Uncomfortable The reason people find it difficult is that they hate the word "no" or "I don't want to do it" or even - "I'll think about it." We take it as rejection and most...
Which Came First, Love or Marriage? A marriage article that delves into the difference between the infatuation that comes before marriage and the love that grows after it. Written to encourage, in...
Top 7 Tips for an Organically Grown Subscriber List Harvest a perfect crop of interested prospects, and weed out the feigned interest and fake number counts that make you look good but yield no real business!
Hustle While You Wait "All things come to those who hustle while they wait." Edison's quote gives us some insight into how this amazing man transformed the world, one idea at a time....
Is The Company You Keep Hurting Your Business? What's one major contributor to your business success? Take a look at who you're spending most of your time with and the answer will be revealed.
Nutrition For Natural Stress Relief Learn natural techniques to deal with stress and it's harmful side-effects. Stress is a part of life. Learning to effectively manage stress is essential to li...
Planetary Alignment Planetary Alignment is said to have magical powers. Some believe during these rare occurrences those living in that time-period have the ability to change thing...
Twin and Multiple Births are on the Rise Did you know that the number of twin births have more than doubled since the early 1970s? Today, about one of every 35 births in the United States are twins. ...
22 Questions to Ask Before You Write a Single Word To write successful copy, you need to know as much as you can. It goes beyond reading background materials, reviewing old marketing pieces and doing some cursor...
The Art of Wastebasketry Are your filing cabinets stuffed so full that it's difficult to
retrieve and file papers? If you're like 80% of the people in
the audiences to whom I speak, yo...
Save Money on Gas Gas prices have soared to unimaginable heights of late. Since most of us are not likely to turn to bikes or horse-drawn buggies we will have to learn to get the...
How to Make Big Profits with Currency Trading Systems Currency trading systems have become more popular than ever in recent years. Here we will look at the advantages of currency trading systems and how to pick one...
Justice Department Losing the War on Street Gangs The Justice Department is at it again; promoting themselves in the mass media attempting to convince us we are safe. This time they are grandstanding a few arre...
Print this page