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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
========================================


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Sun. October / 20 / 2019

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5 Movies That Altered Advertising and Marketing  Adweek

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The Lucrative Advertising Life Of Instafamous Kids  pymnts.com

Juul agrees to stop advertising to youth in settlement with Oakland nonprofit - San Francisco Chronicle
Juul agrees to stop advertising to youth in settlement with Oakland nonprofit  San Francisco Chronicle

BOZELL & GRAHAM: No Truth In Washington Post Advertising - The Daily Wire
BOZELL & GRAHAM: No Truth In Washington Post Advertising  The Daily Wire

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Advertising, brand management professional named Bellisario Professor  Penn State News

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Amazon's Starting to Pull Away From Competitors in Search Advertising  Motley Fool

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Taco Bell being sued for 'false and misleading' advertising  Fox Business

Facebook opens search ads to all advertisers - Search Engine Land
Facebook opens search ads to all advertisers  Search Engine Land

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The Impact of Artificial Intelligence in Advertising  Customer Think

Fox Partners With iSpot.tv To Improve Advertising Performance - Forbes
Fox Partners With iSpot.tv To Improve Advertising Performance  Forbes

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Amazon gaining on Google in search advertising market share  GeekWire

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Honest Ads Act Is False Advertising  The Wall Street Journal

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Trump threatens to sue CNN for ‘falsely advertising as news organisation’  South China Morning Post

AT&T's Xandr purchases TV advertising company clypd: source - Reuters
AT&T's Xandr purchases TV advertising company clypd: source  Reuters

Google Dominated the $55 Billion Search Advertising Market for Over a Decade. Here's How Amazon Plans to Shake Things Up - Inc.
Google Dominated the $55 Billion Search Advertising Market for Over a Decade. Here's How Amazon Plans to Shake Things Up  Inc.

AT&T's Xandr Acquires Clypd to Boost TV Advertising Business - Yahoo Finance
AT&T's Xandr Acquires Clypd to Boost TV Advertising Business  Yahoo Finance

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Couple sues Taco Bell for deceptive advertising after being overcharged $2.18 for Chalupas  FOX 5 DC

San Francisco Proposition F: Campaign Advertising & Contributions - KALW
San Francisco Proposition F: Campaign Advertising & Contributions  KALW

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Google, Apple, Amazon, and Microsoft's earbud advertising explained  Fast Company

Snap launches dynamic ads to draw more advertisers - Reuters
Snap launches dynamic ads to draw more advertisers  Reuters

Livestreamed shootings have advertisers demanding better safety from sites like Facebook and YouTube - CNBC
Livestreamed shootings have advertisers demanding better safety from sites like Facebook and YouTube  CNBC

Meet the Women Running LA’s Top Advertising Agencies - Adweek
Meet the Women Running LA’s Top Advertising Agencies  Adweek

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Amid Private Dinners and False Advertising, Facebook Comes Under Fire  Undark Magazine

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Dallas funding news: Advertising and natural resources top recent local investments  Yahoo News

No Truth in Washington Post Advertising - CNSNews.com
No Truth in Washington Post Advertising  CNSNews.com

Ad Giant Wins Over Disney With Big Data Pitch - The New York Times
Ad Giant Wins Over Disney With Big Data Pitch  The New York Times

Advertising Week 2019: It All Starts With Brand Trust - Forbes
Advertising Week 2019: It All Starts With Brand Trust  Forbes

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Jacksonville ISD to mull advertising for warehouse | News  Jacksonville Daily Progress

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YouTube is letting politicians reserve advertising space for 2020 election  The Verge

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From the Archives: Squash advertising  Los Angeles Times

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Tips for Using A Solo Ad for Affiliate Advertising  Times Square Chronicles

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‘Crisis of trust’: Elizabeth Warren shines new light onto Facebook’s advertising business  Digiday

Bernie Sanders wants to ban advertising during presidential primary debates - Fox News
Bernie Sanders wants to ban advertising during presidential primary debates  Fox News

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House panel pressures Reynolds to stop advertising Vuse e-cigarettes, pushes for documents  CNBC

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Advanced Advertising on Linear TV Coming Into Focus, FreeWheel's Dave Clark  BeetTV

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Rethinking and Predicting the Future of TV Advertising  Adweek

The death of TV ads; Amazon's ad problem; Frito-Lay rethinks its products - Business Insider
The death of TV ads; Amazon's ad problem; Frito-Lay rethinks its products  Business Insider

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Gov. Newsom vetoes SB 589 prohibiting false advertising by addiction treatment facilities  Orange County Breeze

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Juul agrees to restrict youth advertising  The Guardian

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Amazon held its first big ad conference last week, luring about 400 people to Seattle  CNBC

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Why Your Favorite Denim Brands Are Advertising Like It’s the ’90s  Glamour

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Advertising - The Ins and Outs of Amazon Advertising (And Why You Should Try It): Timothy Seward  MarketingProfs.com

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Novartis, following fellow cancer drug makers, turns to TV advertising with new Piqray campaign  FiercePharma

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How advertising rates vary by category on Amazon  Marketing Land

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Amazon (AMZN) Q3 2019 Earnings Preview: AWS, Prime & Advertising  Yahoo Finance

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Surely advertisers can find better way to spend their money  Villages-News

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Snap's (SNAP) New Dynamic Ads Target E-commerce Advertisers  Yahoo Finance

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River Rouge sues Detroit over billboard and bus advertising  WXYZ

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Alliances are Advertising Week's big trend  Axios

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What HBO's 'Succession' can teach us about advertising  AdAge.com

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Vendasta Receives Top Award For Advertising Intelligence  AiThority

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Kentucky gun range embraces 'free advertising' from ABC News mistaking its event for Syrian bombing  WDRB

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5 Advertising Week Takeaways To Keep On Your Radar For 2020  Forbes

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Pueblo City Council approves marijuana advertising changes  KOAA.com Colorado Springs and Pueblo News

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Juul halts advertising in United States, replaces CEO  The Verge

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IBM's Rangaiah on Moving Beyond Advertising to Customer Experiences  BeetTV

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Microsoft Advertising's pitch deck for sponsored products ads  Business Insider

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We Need a Truth-in-Advertising Commission — For Voters  brennancenter.org

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Lead Generation Advertising Compliance "Lessons"  Lexology

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Twitter "Unintentionally" Used Your Phone Number for Targeted Advertising  EFF

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Global Advertising Agency Software Market Insights Report 2019-2025 : AccountAbility, AdPlugg, AD-IN-ONE, Wrike, FunctionFox  Daily News Reports

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Is Extended Reality The Future Of Digital Advertising?  Forbes

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Twitter misused security information for advertising purposes  CNET

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TikTok says it doesn't allow political advertising  CNN

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Joe Biden’s Digital Ads Are Disappearing. Not a Good Sign, Strategists Say.  The New York Times

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Global Advertising Market 2019 – WPP , Omnicom Group , Dentsu Inc. , PublicisGroupe , IPG , Havas SA , Focus Media Group , Guangdong Co.  The Industry Reporter

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Top Story: France Télévisions set for advertising ban exemption during live sports coverage  SportsPro Media

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New connected TV study debunks 3 common myths about political advertising  AdAge.com

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The power of PR in a post-advertising world  PRWeek

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Singapore bans advertising for high-sugar beverages  BeverageDaily.com

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House subcommittee asks e-cigarette companies to stop advertising  CNBC

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Oscar Mayer’s wieners are a triumph of American advertising  The Takeout

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Cracking the code on podcast advertising for customer acquisition  TechCrunch

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OTT Advertising: Why The Industry Needs More Transparency  AdExchanger

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Advertisers on Why WhatsApp's Status Is a Good Testing Ground for Ads  eMarketer

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U.S. seeks advertising, sales data on e-cigarette companies  Reuters

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Elizabeth Warren expressed her ire over Facebook running fake ads for Trump — by running a fake ad  INSIDER

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Disney Bars Netflix TV Ads in Battle for Streaming Supremacy  The New York Times

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Snapchat Introduces a New Ad Unit for Ecommerce Advertisers  Search Engine Journal

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How the Ban on Medical Advertising Hurt Women Doctors  JSTOR Daily

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Older People Are Ignored and Distorted in Ageist Marketing, Report Finds  The New York Times

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How Blockchain Is Affecting The Marketing And Advertising Industry  Forbes

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Massage Parlor Advertising a “Satisfying Experience” Busted For Prostitution  Spring Happenings

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How blockchain will impact digital signage advertising  Digital Signage Today

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Advertising Week's Pitbull concert undermines a week of equality talk, say critics  AdAge.com

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Tech Mahindra, InMobi to collaborate on video advertising solutions for mobile devices  Economic Times

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Advertising in the automotive industry: It’s a piece of cake  ITProPortal

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Advertisers are pushing the limits of how they make money from agencies  Digiday

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Facebook is allowing politicians to lie openly. It's time to regulate  CNN

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LETTER TO THE EDITOR: NDP advertising was misleading  Warriors Central

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Microsoft Advertising will also deprecate accelerated delivery  Search Engine Land

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Facebook Ads in Search Results Rolling Out to More Advertisers  Search Engine Journal

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Here's How Google Sends Advertising Dollars to Fake News Sites  VICE

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Is it time to ban political advertising on Facebook?  Social Europe

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Screenvision's CEO on why advertisers should take a look at in-theater advertising  AdAge.com

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EffWeek 2019: 'Advertising has lost its humanity and its ability to entertain'  The Drum

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What Advertisers Can Do to Prepare for the Coming Triopoly  Adweek

LinkedIn Introduces Enhanced Targeting Tools for Advertisers - Search Engine Journal
LinkedIn Introduces Enhanced Targeting Tools for Advertisers  Search Engine Journal

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Display Advertising Software Market 2019 Regions, Companies, Types and Their Applications 2025  All Times Tech

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Amazon, Google, Microsoft Advertising Veteran Launches Analytics Platform 10/15/2019  MediaPost Communications

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