The Power of...

You certainly must know that Many Big Marketers consider COPYWRITING to be the most important skill you need to be earning online.

There's a lot of good copywriting around. But even in good copywriting there are some manerism that in my opinion don't help to achieve the desired result. No doubt the most over-used in copywriting is the Exclamation Mark. As a result of this over-use it's become a very ineffective means of expression. But nevertheless, it still appears everywhere, often in pairs or big flocks. Conveying practically no longer any real emotions. I don't mean that the feelings that the copywriter expresses are not true - whether it is or not is no the point here. The important thing is that the READER, seeing those expression marks, doesn't feel anything "extra". Nothing over what he/she would feel if there was no exclamation marks.

While exclamation marks in a book or a newspaper may be needed for stressing something you are saying, making it more violent, "louder", on the Web you have other options. On a webpage or in HTML email you can for example stress a word using bolder, bigger characters in a different color. And it will generally work much better.

Yes, in a plain text emails you can't use colors and bold characters. But there is another unpleasant aspect of too much exclamations: they tend to trigger those bitchy "spam-filters". While failing to arise much excitement in the reader.

I'm not saying that exclamation marks are not to be used at all. I simply see much to many of them, and they usually don't achieve the result they were intended for. Not with me in any case, and I doubt if they do with you.

OK, that was mostly "against". But I also have got a positive suggestion for you. In fact it will be the main topic of this article...

Relatively little used today, which makes it very noticable and powerful. What it is? It's the ellipsis. Three little dots ending a sentence. Or rather - suspending it only, leaving the reader aware that something is to follow, and that something for some reason is letting the reader wait. Arousing that readers curiosity, waking his/hers impatience... Isn't that what most copywriters want most of the time?

OK, it's not quite as loved by sentimental shool-girls of the old as the exclamation mark. But let's make a small experiment. What's the title of the present article? It's "The Power of...". Power of what? you say. Somebody who has just seen that title can't possibly know that... Perhaps that title is just awful and could be easily made much better.. How? By using exclamation marks of course! ;-)

Seriously - please take a look at each of these suggested versions of the title, one after another:

1. The Power of...

2. The Power of SuperWidget

3. The Power of SuperWidget!!!

Sincerely, which of those titles best incites you to read on in order to see what's it all about? I'm sure you will agree that no number of exclamation marks can compete with the psychological trick of the number 1.

Let's take a look at another example. This time we want to convey the feeling of suddeness and shock. Which version does this the best?

1. And then KABOOM! It happened!

2. And then... KABOOM! It happened!

3. And then - KABOOM! It happened!

My bet is on number 2: softly, slowly... and THEN! (By the way, you can notice here that this is NOT a crusade against exclamation marks.)

Elipisis is all suspence, uncertainty, hesitation... Yes, but here I hope to have shown how it can for example enhance the exact opposite - the violent feeling of a sudden KABOOM!

An rather interesting thing about elipsis, in realation with the Internet and marketing, is that it can't easily "transcribed" into visual elements, such as: colors, size and shape of the characters etc. In any case, much less easily than exlamation marks. Which is one more reason why you should consider using it more in your copywriting.

========================================
Piotr Obminski is an Internet marketer living in Poland. He's open for interesting JV proposals. His sites include: http://net-profits-udder.com http://e-liber.pl
========================================

In The News:

Who's Advertising for Job Candidates?  Radio & Television Business Report

The Importance of Your Business Card

What are you trying to say with you business card?We... Read More

Electronic Score Boards

Wide range of electronic Key venues around the globe has... Read More

Nine Power Words To Punch Up Your Ads

As every professional politician and public relations man knows words... Read More

16 Ways to Make Your Business Cards Unforgettable

Every time you hear someone say "May I have one... Read More

Secrets And Top-Tips Of Mail Order Advertising

Good Advertising creates more production, thus greater consumption, faster turnover... Read More

Localized Advertising ? Door-to-Door Ad Distribution on the Fly!

Have you ever had to distribute door-hanger advertisements for your... Read More

Increase Business By Being Nice

I have been reading articles on increasing sales using search... Read More

What Is Most Important ? Copy Or Pic?

When, some little time ago now, I first descended upon... Read More

Vinyl Banners for the Right Occasion

The sinage marketplace is competitive! Consequently, some companies are going... Read More

Forgot The Ad Budget? Dont Panic!

Bob is excited about his new business. He secured funding.... Read More

10 Ways to Advertise Your Business For Free!

At some point many small business owners are left with... Read More

Cross Cultural Advertising

"Culture is a like dropping an Alka-seltzer into a glass... Read More

What To Do With Your Business Cards

Without a plan to distribute your cards, there's no need... Read More

The Secrets To Successful Radio Advertising

Ask some businesses about radio advertising and they'll tell you... Read More

Never Be Caught Cardless Again: Five Tips to Help You Remember Business Cards

Sorry, I Don't Seem to Have a Business Card With... Read More

When Times Get Tough... or When to Really Advertise

The Pundits say the economy is slowly, but surely, recovering.... Read More

HackeD

hey admin thIS website Is HaCKEd by Unkn0wn_hax0r... Read More

Online vs. Offline Advertising

Let's face it. Email marketing and publishing have became very... Read More

Super Secret Tip For Using PPC Search Engine Advertising Successfully

It's not about traffic; it's about generating leads. That's right.... Read More

Raising Funds For Your Nonprofit Using An Annual Direct Mail Program

A good annual direct mail solicitation program can produce unrestrictive... Read More

5 Reasons Why Headlines Are Crucial To Your Website?s Success

Without a powerful headline, your message stands little chance of... Read More

The Seven Second Race: How to Draw Attention Your Ad

You've decided to launch your advertising campaign but you have... Read More

Reach vs. Frequency: Touch 100 Once or 25 Four Times?

Reach and frequency are terms generally used when planning advertising... Read More

The TV Shoot, The Spoiled Brat, And A Painful Lesson

It was two days before our shoot. I was in... Read More

7 Questions to Ask Before You Advertise

Most business owners and managers keep a fairly close eye... Read More