Kick-Ass Quote of the Day

"Exclamation points are the comb-overs of advertising copy."

"A client of mine just ruined some advertising copy by adding a slew of exclamation points.

I tried to talk him out of it. But, I couldn't. It was like trying to talk a bald man out of a comb over: if he didn't know enough not to do it in the first place, there was no way I was going to be able to talk him out of thinking it's a good idea.

Exclamation points do not add excitement, fun or urgency. They just SCREAM at an inappropriate volume.

That's why professional copywriters seldom, if ever, use exclamation points."

Thanks, Advertising Is Good For You