Shift-1

Today’s post is something I know I am horribly guilty of. I have always loved the feeling of holding down shift-1 until my computer smokes to make my point. But now, after reading this post by “Adholics” copywriter Josh Anderson, I have decided to enroll myself in exclamation point rehab.

It’s a 2 step program.

Step 1: Realize it’s unnecessary

Step 2: Never do it again!!!!! (one last time for good times sake)

Hope you enjoy this post, and I hope you don’t take it as personally as I did when I first read it, he really does have a point here, not of the exclamation variety.

Say it don’t spray it!!!– 5 reasons to avoid exclamation marks

By Josh Anderson

Copywriter, The “Adholics”

Hey you! Yeah, you! The one who’s reading this! Buy what I’m selling! Now! Or your life will forever be void of meaning!

Annoying isn’t it?

Exclamation marks have their place – it’s called fifth grade English. Beyond that, you can leave them in the Trapper Keeper. Here are five reasons why you should refrain from punching shift-1 on your keyboard.

1. Exclamation marks are distracting

Adding an exclamation mark to a perfectly constructed sentence is like painting eyebrows on the Mona Lisa – you should just leave well enough alone. That’s because instead of adding excitement to what you’re writing, exclamation marks can distract readers from actually reading your message.

How?

Exclamation marks serve as visual roadblocks.

Your reader sees the cue for excitement. But instead of yelling, “Rock on!” in support, he or she stops reading and tries to decipher what is so exciting about the sentence.

Is it the otherworldly benefit just introduced? Or perhaps it’s the use of astute alliteration? At this point it doesn’t really matter. They’ve been interrupted, which isn’t a good thing if you’re trying to hold their attention in a print ad, web site, blog post or other written communication.

2. Exclamation marks are lazy

What you have to say about your product or service should be persuasive enough without leaning on this crutch. Adding an exclamation mark doesn’t make your message more interesting to the reader. Often it causes the opposite effect. Today’s consumers are savvier than ever before. They can see a sales tactic from miles away. Telling them to “Act Today!” just adds an orange caution sign to your slow moving communications vehicle.

3. Exclamation marks are for kids

Don’t get me wrong, plenty of professional writers and companies use exclamation marks. And they are successful doing so. But you have to consider the medium and audience.

Take point-of-sale displays in grocery stores for example.

Many have exclamation points splashed on them almost as liberally as varying hues of pink and orange. But their audience is kids who are drawn to this kind of design and typography.

If your company is looking to attract the attention of pre-teens, then go wild with exclamation marks. We all know the only way to grab the attention of kids is by yelling at them, right?

4. Exclamation marks are desperate

No other type of punctuation pleads better than exclamation marks:

“Going-Out-Of-Business Sale – Everything Must Go!”

“While Supplies Last!”

“Liquidation Sale – Two Days Only!”

In other words, “Please buy our stuff so we can make a quick buck.”

These kinds of messages erode a company’s brand. They make you look like you’re only interested in short-term sales rather than long-term relationships.

This isn’t what you want to convey in today’s marketplace. Consumers know you’re out to get their business. And they’re willing to give it to you. But you have to be willing to work for it. Make your customers feel important, exclusive, unique. Give them a reason to be loyal to your brand.

But don’t beg for it. Exclamation marks just make your message look desperate. Take this successful tagline for example:

“Got milk?”

You can become part of an exclusive club by drinking milk. But what if they had gone a different route:

“Get milk!”

Kind of leaves a sour taste in your mouth doesn’t it?

5. Exclamation marks are weak

Whether you’re marketing gallons of 2% or complex products and services, focus on strong messages not tired tricks. Leave the exclamation marks to everyone else. Stand out by leveraging unique visuals, engaging copy and innovative media. And if you’re not set up to do it in-house, partner with a marketing/advertising firm that can help your company find its voice.

I’ll be the first to admit it: I’ve lobbied Webster to eliminate the exclamation mark. But please don’t let that be a reason you don’t contact The “Adholics” to find out how we can help your company develop a brand persona that works for you – and only you. Call us today! (Sorry, but we’d really love to talk to you.)

I wonder how Mr. Anderson feels about smiley faces:)

Cheers,

Joshua Fedie

Principal | The “Adholics”

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