Avoid the Curse of !!!
Is this exciting?!! Is this more exciting?!!!
If you are trying to make your copy exciting by using multiple exclamation points and question marks, you are wasting your time.
There is only one way to make your promotion exciting – and that is by using words in an exciting way.
While you may see multiple exclamation points and question marks in direct-marketing promotions, it’s seldom in a really strong letter. The best copywriters don’t use them (or need to).
Comedienne Margaret Cho built a short – and very funny – routine around the DM copy she gets that is sprinkled with !!! throughout. She got ready and appreciative laughter from her audience.
If people are laughing at your copy (or are irritated by it), you are NOT making your sale.
Certainly, you can use !!! to emphasize a point – ONCE IN A WHILE. But not over and over again in every letter.
Concentrate on making your words powerful. And keep your fingers off the! key.
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