You have an addiction to exclamation points.

Is everything really that exciting? I mean....really!!!

I just read a Wall Street Times article by Nikki Waller that hits upon a point I have been screaming about for years - the over use of exclamation points.

I thought I was the only one. Glad to see I'm not. Why it is an issue? The only kinds of marketing people who over use exclamation points are...

lazy marketers.

Yep. The same ones who are super thrilled to do a new play you've never heard of!!! By a playwright you've never heard of!!! About a topic that is not mainstream!!! And tickets are going super fast!!! They think that all those exclamation points will distract you from the fact that they have no idea what they are saying or selling.

Here's their thought process - "If I add exclamation points to lots of sentences, then people will get distracted and ignore the fact that I am just bluffing my way through this." Is that a good marketing strategy?

Like a fine wine, exclamation points are best used selectively and judiciously. I mean, would you want to be around a supper happy and excited person 24/7? !!!!!

Write your copy. Heck...throw in a few exclamations. Then stop and read. Find the section (one sentence) where the exclamation can compliment, not distract. Take the rest out. And there you have it.

Rely on words. Not punctuation.

Dan Meagher is Director of Audience Development & Digital Engagement at Diablo Ballet.