The exclamation point is a powerful little tool. It can create excitement, stress a sense of urgency, and get attention—it can also be overused in marketing and promotional materials. Here are some things to consider in using the exclamation point as part of your home business marketing…
As a general rule, you want your marketing materials to be easily accessible. Short sentences or phrases and choosing key words that convey emotion and the “feel” you want for your business are important. There are places that the exclamation point just seems to natural fit—if you are having a short sale: “Hurry! For a Limited Time!” Or if you are announcing a new development or new information or a change: “Now, with new improved formula!” The thing to watch out for is too much—too much boldness and exclamation—it can come across like one of those late night television ads where the local business person is shouting and jumping around for a full 30 seconds. If that’s the mood you’re going for, and then go for it! Otherwise, you might want to tone things down and pick and choose how you use the exclamation point.
Varying punctuation in your marketing materials is a good thing too. You don’t want to have a bunch of short subject-verb sentences, all ending with periods. It will read as flat and uninteresting and people have no where for their eyes to wander to. Consider mixing questions with commas and write your materials in a direct, conversational way. Then, when you use the exclamation point it will have power and purpose. There is no reason to shy away or worry that using an exclamation point will be too pushy or like “shouting” at your customers and prospects. Just use it judiciously and put some thought into how and where and it can be a very powerful marketing tool indeed!
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Choosing the Right Words for Your Marketing