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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 Mon. January / 20 / 2020

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Female-targeted advertising, UW-Madison drinking culture factors in high female alcohol death rates  WAOW

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Susan Estrich: Microtargeting affects not only advertising but politics tpp  Omaha World-Herald

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[Trends 2020] Here's What Will Redefine Outdoor Advertising  Entrepreneur

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Programmatic Advertising Is Driving Rapid Growth in Mobile Video  eMarketer

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U.S. Advertising and Marketing Spend to Grow to Nearly $390 Billion in 2020  Adweek

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11 key Walmart executives who are leading its advertising business  Business Insider Nordic

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How Doubling Down on Addressable Technology Can Transform An Advertising Buy  Broadcasting & Cable

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4 Best Practices To Keep In Mind For Your AR Advertising Campaign  Grit Daily

Former Tribune advertising director Smith dies | Local News - Citizentribune
Former Tribune advertising director Smith dies | Local News  Citizentribune

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Advertisers beg Google not to kill Chrome cookies without a plan B, warning it could hurt start-ups  CNBC

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Tenn. lawmaker files bill allowing college athletes to be compensated for advertising  WMC

Spotify's New Podcast Advertising Tool Had 'Major' Results for One Early Advertiser - The Motley Fool
Spotify's New Podcast Advertising Tool Had 'Major' Results for One Early Advertiser  The Motley Fool

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Comscore Television Viewing Data Helps Predict Advertising Audience Decline  Yahoo Finance

Lazy Advertising Thinking Is A Deadly Sin - Forbes
Lazy Advertising Thinking Is A Deadly Sin  Forbes

Is the Viral Non-Ad Ad the Future of Advertising? - The New York Times
Is the Viral Non-Ad Ad the Future of Advertising?  The New York Times

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Thomas E. Lister: Don't allow false political advertising  La Crosse Tomah Journal

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Some Super Bowl advertisers concerned Trump, Bloomberg ads could steal their thunder  NBC News

Amazon's Expanding Its Video-Advertising Business - The Motley Fool
Amazon's Expanding Its Video-Advertising Business  The Motley Fool

Advertising As We Know It Is Dead - Forbes
Advertising As We Know It Is Dead  Forbes

Hypocrisy is at the heart of Facebook’s refusal to ban false political advertising - The Guardian
Hypocrisy is at the heart of Facebook’s refusal to ban false political advertising  The Guardian

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Should Massachusetts ban billboards advertising marijuana products?  The Boston Globe

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Scoop: Cargo pivots to car-top advertising, does layoffs  Axios

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Your Digital Detox May Be Toxic for Advertising  The New York Times

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Winterberry Group Research Finds US Advertising and Marketing Spend to Grow to Nearly $390 Billion in 2020, up More Than Seven Percent Over 2019  MarTech Series

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YouTube overhauls advertising, data collection on kids content  The Washington Post

Study: Tinder, Grindr And Other Apps Share Sensitive Personal Data With Advertisers - NPR
Study: Tinder, Grindr And Other Apps Share Sensitive Personal Data With Advertisers  NPR

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Chipotle Won the Advertising Battle Last Quarter  QSR magazine

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NBC’s Peacock Enlists Advertisers and Cable Companies in Marketing Push  Wall Street Journal

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Animal Crossing: New Horizons advertising going up at Walmart  GoNintendo

Legislation would allow student athletes to sign advertising contracts - WREG NewsChannel 3
Legislation would allow student athletes to sign advertising contracts  WREG NewsChannel 3

Hulu gets creative in effort to reinvent TV for streaming - AdAge.com
Hulu gets creative in effort to reinvent TV for streaming  AdAge.com

What Amazon Advertising Will Look Like in 2020 - Adweek
What Amazon Advertising Will Look Like in 2020  Adweek

Cloud Advertising Market – Market Data, Industry Analysis, Size, & Share 2016 – 2022 – Dagoretti News - Dagoretti News
Cloud Advertising Market – Market Data, Industry Analysis, Size, & Share 2016 – 2022 – Dagoretti News  Dagoretti News

Trump knocks 'mini Mike Bloomberg' over health care, 'false advertising' | TheHill - The Hill
Trump knocks 'mini Mike Bloomberg' over health care, 'false advertising' | TheHill  The Hill

Facebook Revises Rules On Political Advertising - NPR
Facebook Revises Rules On Political Advertising  NPR

Inside the Biggest 2020 Advertising War Against Trump - The New York Times
Inside the Biggest 2020 Advertising War Against Trump  The New York Times

Facebook’s revised political advertising policy doubles down on division - The Verge
Facebook’s revised political advertising policy doubles down on division  The Verge

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Majority of Advertisers Used Advanced TV Solutions in 2019, New Survey Finds  MarTech Series

Company pitches real revenue from virtual advertising - My Citizens News
Company pitches real revenue from virtual advertising  My Citizens News

Verizon’s Super Bowl advertising will focus on, what else, 5G - Fortune
Verizon’s Super Bowl advertising will focus on, what else, 5G  Fortune

Brands and Agencies Are Bullish on New Walmart Advertising Partners Program - Adweek
Brands and Agencies Are Bullish on New Walmart Advertising Partners Program  Adweek

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Twitter Sorry for Helping Advertisers Reach Homophobes  Advocate.com

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Microsoft Advertising to deprecate average position after all  Search Engine Land

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New Subway boss John Chidsey seizes control of ad budget  New York Post

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Microsoft Advertising launches sweepstakes for advertisers  Search Engine Land

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36 of Madison Avenue's rising advertising stars under 36  Business Insider Nordic

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Spotify to Suspend Political Advertising  Wall Street Journal

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Can revenue-hungry retailers rise to meet digital advertising's opportunity?  Marketing Dive

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CenturyLink Settles a Case for Deceptive Advertising  Cord Cutters News, LLC

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YouTube advertisers blindsided by climate change denial videos  The Verge

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Multiple platforms of advertising now, says Goa's ad veteran  The Navhind Times

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The Pitch: Advertising and marketing news for 1.14.20  RichmondBizSense

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W2O acquires advertising, medical education firm 21Grams - Agencies - MM&M  Medical Marketing and Media

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Amazon challenges Google and Facebook's hold on digital ad market  AdAge.com

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Video is now more lucrative for Chinese advertisers than news sites  Abacus

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Responsive search ads available globally in all Microsoft Advertising interfaces  Search Engine Land

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Verizon's Super Bowl advertising focuses on 5G  Daily Gaming Worlld

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New advertising manager for Umco 'Home' brands  Niche Publishing Network

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Fox relies on Trump, Bloomberg Super Bowl advertising, which stands out from other advertisers  themediatimes

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Super Bowl 2020: the ins and outs of the big game's advertisers  The Drum

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Quibi video startup explained: Marketing, revenue, execs, advertising  Business Insider

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9 Comparative Advertising Examples to Help You Get Ahead  Business 2 Community

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Waitrose slammed for advertising eggs before a VEGAN cooking show  Daily Mail

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IBM Launches Advertising Accelerator with Watson  Yahoo Finance

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Outfront Media: A Long-Term Investment Opportunity In The Advertising REIT Segment  Seeking Alpha

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Waitrose apologises for offending vegans by advertising meat and dairy during ITV's first plant-based cooking show  The Telegraph

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Apple iOS 13: Is Advertisers’ Worst Nightmare Coming True?  Forbes

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From internet to billboards, Ukraine's advertising market continues to grow  Kyiv Post

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Facebook enables disinformation with advertising policy | Columns  Effingham Daily News

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Facebook rethinks plan to insert ads into WhatsApp  Campaign Asia-Pacific

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Television Advertising Market Industry Analysis, Trend and Growth, 2016 – 2024 – Dagoretti News  Dagoretti News

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US advertising spending will increase to nearly $ 390 billion in 2020 - Adweek  Mash Viral

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Advertising Market by Size | Growth | Analysis | Trends and Forecasts to 2020-2025 – Dagoretti News  Dagoretti News

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Michael Bloomberg surpasses $200 million on ads  ABC News

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Microsoft Advertising’s PromoteIQ integration for retailers, brands is now in beta  Search Engine Land

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Advertising Market in 2020: Global Industry Growth Analysis, Size, Share, Future Trends, Segmentation, Demands and Top Players Updates by Forecast to 2024 – Dagoretti News  Dagoretti News

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Video sites now more attractive than news sites for online advertisers in China  Tech in Asia

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What Will It Take For Addressable Advertising to Come to Fruition? [VIDEO]  TVRev

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Outdoor Advertising Market in 2020: Global Industry Growth Analysis, Size, Share, Future Trends, Segmentation, Demands and Top Players Updates by Forecast to 2024 – Dagoretti News  Dagoretti News

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New tool will tell Spotify advertisers who listens to podcasts  Los Angeles Times

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Global Door to Door Advertising Market 2020 Industry Key Players, Size, Share, Growth, Trends, Sales, Supply, Demand Deployment Model and Growing Prominence Analysis by 2024 – Dagoretti News  Dagoretti News

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Dating apps need women. Advertisers need diversity. AI companies offer a solution: fake people  Seattle Times

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The Duke of Wellington is advertising for a '100 per cent trustworthy' steward  Daily Mail

Maryland lawmakers propose tax on digital advertising revenue - MNE Tax
Maryland lawmakers propose tax on digital advertising revenue  MNE Tax

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Get ready to be bombarded with 2020 Census ads  Pittsburgh Post-Gazette

Facebook backtracks on plans to monetise WhatsApp with advertising - MobileMarketing Magazine
Facebook backtracks on plans to monetise WhatsApp with advertising  MobileMarketing Magazine

Move and win roundup: Week of January 20, 2020 | Advertising - Campaign Asia-Pacific
Move and win roundup: Week of January 20, 2020 | Advertising  Campaign Asia-Pacific

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‘The lowest-priced time of year’: Advertisers pounce on TV’s discounted holiday rates  Digiday

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Standard text ads will live on a bit longer, Microsoft Advertising says  Search Engine Land

New report offers analysis on the Outdoor Advertising Machine Market - Fusion Science Academy
New report offers analysis on the Outdoor Advertising Machine Market  Fusion Science Academy

Advertising in a world of consumer distrust | Analysis – Gulf News - Gulf News
Advertising in a world of consumer distrust | Analysis – Gulf News  Gulf News

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I'm A Celebrity hands Ten another advertising demographic win as a second star is booted from the jungle  MuMbrella

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TikTok explores curated content feed to lure advertisers  Financial Times

Celebrities Starting To Line Up For Super Bowl Advertisers - SportsBusiness Daily
Celebrities Starting To Line Up For Super Bowl Advertisers  SportsBusiness Daily

'Mobile' will remain the digital advertising hero in 2020 too - Exchange4Media
'Mobile' will remain the digital advertising hero in 2020 too  Exchange4Media

Survey: Most advertisers used advanced TV solutions in 2019 | - Advanced Television
Survey: Most advertisers used advanced TV solutions in 2019 |  Advanced Television

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Washington Privacy Proposal Draws Praise From Some Advocates, Criticism From Advertisers 01/17/2020  MediaPost Communications

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'Supply crisis': Govt's $500000 advertising blitz to fill teacher shortages  Newstalk ZB

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