Use Exclamation Points Sparingly in B2B

I’ve been writing some direct mail lately for an ad agency client. While they are B2B pieces (the audience is small- and medium-sized businesses), they do have a bit of a B2C feel. As such, an occasional exclamation point has been in order, especially in the call-to-action language.

Generally, I see too many exclamation points in business communications. They’re everywhere—in Tweets, emails, blog posts and more. I find it even more distressing when I see exclamation points littering B2B marketing pieces.

Business people wouldn’t continually shout in face-to-face meetings or sales presentations, would they?

Besides, continual use of a particular punctuation device tends to diminish its effectiveness. Too much seasoning spoils the stew.

My advice: Refrain from widespread usage of exclamation points! Especially in B2B.


66 Proven Copywriting Tips

warner3Compiled from my various articles and reports on copywriting, 66 Proven Tips for Writing Copy That Sells will help you craft copy that builds awareness, generates leads and increases sales. This handy collection of tips covers the basics and more, an indispensable copywriting toolkit for any project you face.

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66 Proven Tips for Writing Copy That Sells

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