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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 Fri. March / 29 / 2024

Tesla starts advertising campaign on Cars.com - TESLARATI
Tesla starts advertising campaign on Cars.com  TESLARATI

GroupM Commits to Double Media Investment in Annual Women's Sports Advertising Opportunities - GroupM
GroupM Commits to Double Media Investment in Annual Women's Sports Advertising Opportunities  GroupM

Everyworld Launches as Web3 Discovery and Rewards Platform for Advertising - TheStreet
Everyworld Launches as Web3 Discovery and Rewards Platform for Advertising  TheStreet

23 Gen Z advertising and marketing leaders - Ad Age
23 Gen Z advertising and marketing leaders  Ad Age

Amazon's Advertising Unit Hit With Another Round of Layoffs - Business Insider
Amazon's Advertising Unit Hit With Another Round of Layoffs  Business Insider

Changing the Game: How Games Advertising Powers Performance - IAB
Changing the Game: How Games Advertising Powers Performance  IAB

AI advertising start-up valued at $4bn after fundraising - Financial Times
AI advertising start-up valued at $4bn after fundraising  Financial Times

UK comedian forced to remove hot dog from subway poster due to ban on advertising junk food - Fox News
UK comedian forced to remove hot dog from subway poster due to ban on advertising junk food  Fox News

How Google's entry into in-game advertising puts a spotlight on an industry in flux - Digiday
How Google's entry into in-game advertising puts a spotlight on an industry in flux  Digiday

Breaking Tradition: Tesla Hits the Social Media Advertising Road - Not a Tesla App
Breaking Tradition: Tesla Hits the Social Media Advertising Road  Not a Tesla App

Revolutionary Retail Data Rewrites The Future Of Advertising - Forbes
Revolutionary Retail Data Rewrites The Future Of Advertising  Forbes

FDIC final Signage and False Advertising Rule will be effective April 1, 2024, with an extended full compliance date of ... - Consumer Finance Monitor
FDIC final Signage and False Advertising Rule will be effective April 1, 2024, with an extended full compliance date of ...  Consumer Finance Monitor

New Hampshire House takes on artificial intelligence in political advertising - WCAX
New Hampshire House takes on artificial intelligence in political advertising  WCAX

Regulatory compliance for life sciences advertising: Challenges and opportunities in a changing global environment ... - Ropes & Gray LLP
Regulatory compliance for life sciences advertising: Challenges and opportunities in a changing global environment ...  Ropes & Gray LLP

Advertising & Promotion for Medical Products Conference - Food and Drug Law Institute
Advertising & Promotion for Medical Products Conference  Food and Drug Law Institute

False advertising class actions: Tennessee federal court invalidates survey and denies certification for dental providers ... - JD Supra
False advertising class actions: Tennessee federal court invalidates survey and denies certification for dental providers ...  JD Supra

Returns Are Gaining Momentum At Invibes Advertising (EPA:ALINV) - Simply Wall St
Returns Are Gaining Momentum At Invibes Advertising (EPA:ALINV)  Simply Wall St

Thanks To Our Advertisers - Above the Law
Thanks To Our Advertisers  Above the Law

Revolutionizing Digital Advertising: Inside Everyworld's Game-Changing Model - hackernoon.com
Revolutionizing Digital Advertising: Inside Everyworld's Game-Changing Model  hackernoon.com

New Hampshire House takes on artificial intelligence in political advertising - Bowling Green Daily News
New Hampshire House takes on artificial intelligence in political advertising  Bowling Green Daily News

Candidates’ disregard of X advertising ban may lead to rights violations ahead of local elections - TurkishMinute
Candidates’ disregard of X advertising ban may lead to rights violations ahead of local elections  TurkishMinute

Shanghai Introduces New Guidelines for Cosmetic Advertising - China Briefing
Shanghai Introduces New Guidelines for Cosmetic Advertising  China Briefing

New Zealand's top 20 highest spending advertisers of 2023 revealed in latest Nielsen Ad Intel report - Nielsen
New Zealand's top 20 highest spending advertisers of 2023 revealed in latest Nielsen Ad Intel report  Nielsen

GALE NAMED ADVERTISING AGENCY OF THE YEAR BY CAMPAIGN U.S. - PR Newswire
GALE NAMED ADVERTISING AGENCY OF THE YEAR BY CAMPAIGN U.S.  PR Newswire

Streaming, Politics Star In Magna 2024 US Ad Forecast - AdExchanger
Streaming, Politics Star In Magna 2024 US Ad Forecast  AdExchanger

Does Your Small Business Need to Advertise on Truth Social? This Ad Expert Says No | Inc.com - Inc.
Does Your Small Business Need to Advertise on Truth Social? This Ad Expert Says No | Inc.com  Inc.

Evok Advertising Releases New Blog on Building a Social Media Marketing Strategy for Brand Growth - EIN News
Evok Advertising Releases New Blog on Building a Social Media Marketing Strategy for Brand Growth  EIN News

Advertise with Us - Biz New Orleans
Advertise with Us  Biz New Orleans

Popular 'Bent Chetler' Ski Used By Canadian Internet Provider For Advertising - Powder Magazine
Popular 'Bent Chetler' Ski Used By Canadian Internet Provider For Advertising  Powder Magazine

Seedtag Launches Contextual TV for CTV Advertisers – Beet.TV - BeetTV
Seedtag Launches Contextual TV for CTV Advertisers – Beet.TV  BeetTV

New Hampshire House takes on artificial intelligence in political advertising - The Caledonian-Record
New Hampshire House takes on artificial intelligence in political advertising  The Caledonian-Record

Greenbids & The GoodNet Unite to Integrate Ethical Metrics in Programmatic Advertising - ExchangeWire
Greenbids & The GoodNet Unite to Integrate Ethical Metrics in Programmatic Advertising  ExchangeWire

Triton Digital Acquires Sounder, Enhancing Audio Advertising Capabilities - Business Wire
Triton Digital Acquires Sounder, Enhancing Audio Advertising Capabilities  Business Wire

GenAI in advertising: The Brandtech Group snaps $115M funding, hits $4B valuation — TFN - Tech Funding News
GenAI in advertising: The Brandtech Group snaps $115M funding, hits $4B valuation — TFN  Tech Funding News

Advertising can find its mojo again - The Media Leader
Advertising can find its mojo again  The Media Leader

T-Mobile NAD Challenge of Charter Advertising Results in Referral to FTC Upon Charter Declining to Participate - JD Supra
T-Mobile NAD Challenge of Charter Advertising Results in Referral to FTC Upon Charter Declining to Participate  JD Supra

New US Bill Targets Restrictions on Advertising, Deposits and AI in the Gaming Industry - Yonkers Times
New US Bill Targets Restrictions on Advertising, Deposits and AI in the Gaming Industry  Yonkers Times

Mikhail Parakhin, head of Microsoft Bing Search and Microsoft Advertising steps down - Search Engine Land
Mikhail Parakhin, head of Microsoft Bing Search and Microsoft Advertising steps down  Search Engine Land

Blackston Financial Advisory Group LLC Takes $360000 Position in Lamar Advertising (NASDAQ:LAMR) - Defense World
Blackston Financial Advisory Group LLC Takes $360000 Position in Lamar Advertising (NASDAQ:LAMR)  Defense World

Our 2023 Ads Safety Report - The Keyword | Google Product and Technology News
Our 2023 Ads Safety Report  The Keyword | Google Product and Technology News

Seedtag unveils Contextual TV: a breakthrough for CTV advertisers - Martechcube
Seedtag unveils Contextual TV: a breakthrough for CTV advertisers  Martechcube

Advertising breach warning for Eredivisie football club – ISA-GUIDE - isa-guide.de
Advertising breach warning for Eredivisie football club – ISA-GUIDE  isa-guide.de

All-conquering Publicis snaffles Pfizer creative from IPG - More About Advertising
All-conquering Publicis snaffles Pfizer creative from IPG  More About Advertising

Online Display Advertising Services Market Analysis and Industry Research Report to 2030 |Criteo Dynamic Re... - WhaTech
Online Display Advertising Services Market Analysis and Industry Research Report to 2030 |Criteo Dynamic Re...  WhaTech

Political Advertising in the Era of Artificial Intelligence: What Lies Ahead? - WLS
Political Advertising in the Era of Artificial Intelligence: What Lies Ahead?  WLS

Dutch court rules KLM advertising campaign was “greenwashing” - Kennedys Law
Dutch court rules KLM advertising campaign was “greenwashing”  Kennedys Law

Aspire & Innovative Advertising IPO opens today: Latest GMP, subscription status, listing date and more | Mint - Mint
Aspire & Innovative Advertising IPO opens today: Latest GMP, subscription status, listing date and more | Mint  Mint

Why Advertisers Claim Meta Owes $7 Billion in Damages - Adweek
Why Advertisers Claim Meta Owes $7 Billion in Damages  Adweek

K&L Gates commercial litigator takes advertising expertise to Venable - World Intellectual Property Review
K&L Gates commercial litigator takes advertising expertise to Venable  World Intellectual Property Review

Is Google Moving Fast Enough To Put Advertising In AI Chatbot Search? - Investor's Business Daily
Is Google Moving Fast Enough To Put Advertising In AI Chatbot Search?  Investor's Business Daily

Why the joys of real-world advertising still can't be recreated by AI or screens - The Drum
Why the joys of real-world advertising still can't be recreated by AI or screens  The Drum

The most innovative advertising and marketing companies of 2024 - Fast Company
The most innovative advertising and marketing companies of 2024  Fast Company

Adalytics report exposes the intricacies of made-for-advertising sites - Digiday
Adalytics report exposes the intricacies of made-for-advertising sites  Digiday

CIABC urges unfettered advertising rights for liquor brand extensions - The Economic Times
CIABC urges unfettered advertising rights for liquor brand extensions  The Economic Times

The New Paradigm of Advertising Sees Content Patterns Changing - Grit Daily
The New Paradigm of Advertising Sees Content Patterns Changing  Grit Daily

EU Court Upholds Tech Rules: Amazon Loses Battle Over Advertising Clause - PYMNTS.com
EU Court Upholds Tech Rules: Amazon Loses Battle Over Advertising Clause  PYMNTS.com

Tribeca Festival Expands Its X Programming and Awards for Advertisers - Adweek
Tribeca Festival Expands Its X Programming and Awards for Advertisers  Adweek

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Indian liquor companies say brand extensions are legitimate endeavours, following govt directive on surrogate ads  Storyboard18

Digital advertising: key updates for businesses (March 2024) - Lexology
Digital advertising: key updates for businesses (March 2024)  Lexology

Google blocked billions of ads and millions of ad accounts last year for violating its rules - TechRadar
Google blocked billions of ads and millions of ad accounts last year for violating its rules  TechRadar

Home Depot hosts upfront-style pitch, rebrands retail media network - Ad Age
Home Depot hosts upfront-style pitch, rebrands retail media network  Ad Age

Google Ads Suspended 90% More Advertisers This Year Than Last & Removed 5.5 Billion Ads - Search Engine Roundtable
Google Ads Suspended 90% More Advertisers This Year Than Last & Removed 5.5 Billion Ads  Search Engine Roundtable

SNAP Brings Sponsored AR Filters for Advertisers on Snapchat - Yahoo Finance
SNAP Brings Sponsored AR Filters for Advertisers on Snapchat  Yahoo Finance

Advertising giant GroupM pledges to double spending on women’s sports - Awful Announcing
Advertising giant GroupM pledges to double spending on women’s sports  Awful Announcing

A robot lawn mower eschews springtime advertising to stand out - The Media Leader
A robot lawn mower eschews springtime advertising to stand out  The Media Leader

HOAX: These posts on Facebook advertising jobs at Quickmart Supermarket are fraudulent - PesaCheck
HOAX: These posts on Facebook advertising jobs at Quickmart Supermarket are fraudulent  PesaCheck

Brands report a rise in imposter advertisers on platforms like Meta & TikTok - Modern Retail
Brands report a rise in imposter advertisers on platforms like Meta & TikTok  Modern Retail

Sing Tao House to be renovated into new advertising firm - The Post
Sing Tao House to be renovated into new advertising firm  The Post

Asia Pacific Digital Advertising Market Set to Reach US$ 340.8 Billion by 2031 - WhaTech
Asia Pacific Digital Advertising Market Set to Reach US$ 340.8 Billion by 2031  WhaTech

Leftist Student Tries To Erase Advertisement For YAF Screening Of 'Lady Ballers,' Claims It's 'Against Women' - The Daily Wire
Leftist Student Tries To Erase Advertisement For YAF Screening Of 'Lady Ballers,' Claims It's 'Against Women'  The Daily Wire

Meet the digital David taking on the Google Goliath - The Economist
Meet the digital David taking on the Google Goliath  The Economist

How To Thrive In Cannabis Advertising, Mastering The Market With Lauren White Of VDX.tv - Benzinga
How To Thrive In Cannabis Advertising, Mastering The Market With Lauren White Of VDX.tv  Benzinga

In-Video-Game Ad Spend to Reach $11.5 Billion by 2027 - Variety
In-Video-Game Ad Spend to Reach $11.5 Billion by 2027  Variety

Triton Digital Buys Sounder In Move To Enhance Its Audio Advertising Capabilities. - Insideradio.com
Triton Digital Buys Sounder In Move To Enhance Its Audio Advertising Capabilities.  Insideradio.com

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Advertising Agency 2024: Gale  Campaign US

U.S. Ad Forecast for 2024 Raised on Improved Economic Outlook, Digital Media Momentum - Hollywood Reporter
U.S. Ad Forecast for 2024 Raised on Improved Economic Outlook, Digital Media Momentum  Hollywood Reporter

Environmental group alleges 'greenwashing' by FortisBC in advertising - Vancouver Sun
Environmental group alleges 'greenwashing' by FortisBC in advertising  Vancouver Sun

Elon Musk's Tesla returns to Facebook to launch ads amid sales slump - Quartz
Elon Musk's Tesla returns to Facebook to launch ads amid sales slump  Quartz

This Brazilian Brand Uses People to Advertise Its Sun Cream | LBBOnline - Little Black Book - LBBonline
This Brazilian Brand Uses People to Advertise Its Sun Cream | LBBOnline  Little Black Book - LBBonline

Introducing Kognitiv Amplify: AI-based AdTech Tool - AiThority
Introducing Kognitiv Amplify: AI-based AdTech Tool  AiThority

Meta advertising: 5 best practices for 2024 - Search Engine Land
Meta advertising: 5 best practices for 2024  Search Engine Land

EU introduces new rules on transparency and targeting of political advertising - Présidence française du Conseil de l'Union européenne 2022
EU introduces new rules on transparency and targeting of political advertising  Présidence française du Conseil de l'Union européenne 2022

Will 2024 be the year of Connected TV advertising? - afaqs!
Will 2024 be the year of Connected TV advertising?  afaqs!

Smarter ads, better results: The next era of digital advertising - Think with Google
Smarter ads, better results: The next era of digital advertising  Think with Google

Here's Why Lamar Advertising Company (LAMR) Rose in Q4 - Yahoo Finance UK
Here's Why Lamar Advertising Company (LAMR) Rose in Q4  Yahoo Finance UK

Temu and Shein Are the 'Jaws' of Digital Advertising - The Business of Fashion
Temu and Shein Are the 'Jaws' of Digital Advertising  The Business of Fashion

InfoSum, Experian’s innovation for auto advertisers’ audience strategy - Martechcube
InfoSum, Experian’s innovation for auto advertisers’ audience strategy  Martechcube

Brands are rethinking their out-of-home advertising strategies to focus less on awareness and more on conversion - Modern Retail
Brands are rethinking their out-of-home advertising strategies to focus less on awareness and more on conversion  Modern Retail

Tesla Has Started Advertising On Facebook And Instagram - CarScoops
Tesla Has Started Advertising On Facebook And Instagram  CarScoops

Benzinga Podcasts - Cracking the Code: Strategies for Effective Cannabis Advertising - Benzinga
Benzinga Podcasts - Cracking the Code: Strategies for Effective Cannabis Advertising  Benzinga

Can you guess what these retro advertisements on ''The Andy Griffith Show'' are selling? - MeTV
Can you guess what these retro advertisements on ''The Andy Griffith Show'' are selling?  MeTV

CPG Will Reshape Marketing Strategies In 2024 - Forbes
CPG Will Reshape Marketing Strategies In 2024  Forbes

The Future of Advertising is Scary. | by Lawrence Ozeh | Mar, 2024 - DataDrivenInvestor
The Future of Advertising is Scary. | by Lawrence Ozeh | Mar, 2024  DataDrivenInvestor

Liquor companies seek advertising leeway for brand extensions - afaqs!
Liquor companies seek advertising leeway for brand extensions  afaqs!

GroupM commits to double media investment in annual women's sports advertising opportunities - Mediabrief
GroupM commits to double media investment in annual women's sports advertising opportunities  Mediabrief

GenAI in Advertising - EMARKETER
GenAI in Advertising  EMARKETER

What we're losing in the blinding whiteness of advertising - Fast Company
What we're losing in the blinding whiteness of advertising  Fast Company

Algeria scolds television stations for Ramadan advertising blitz and immoral programming - The Associated Press
Algeria scolds television stations for Ramadan advertising blitz and immoral programming  The Associated Press

Adobe's new GenStudio platform is an AI factory for advertisers - The Verge
Adobe's new GenStudio platform is an AI factory for advertisers  The Verge

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