At lunch yesterday, one of my favorite diners, The Echo, proclaimed some pretty extreme excitement over its new brunch cocktails. As you can see, there are exclamation points galore (Except for the Irish Coffee. Apparently, it doesn’t deserve any enthusiasm).
As a rule of thumb, seven exclamation points in about 50 words of marketing copy are too many. Your marketing copy should be interesting enough to customers that you don’t need to create artificial excitement with exclamation points. Understated use of punctuation will appear more confident, classy and trustworthy. Often, hype only serves to make your brand sound desperate.
Imagine this placard with no exclamation points. It would be a well-designed, appealing piece. The exclamation points don’t ruin it, but the effect would certainly be more powerful without them.