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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 Wed. September / 23 / 2020

Facebook and YouTube accept hate speech audits to keep advertisers happy - CNN
  1. Facebook and YouTube accept hate speech audits to keep advertisers happy  CNN
  2. Advertisers strike social media deal over hate speech  Yahoo News
  3. Advertisers reach deal with social media on steps to curb harmful content  NBC News
  4. Advertisers agree deal with social media on steps to curb harmful content  Reuters
  5. Tech giants strike deal with advertisers over hate speech  Tech Xplore
  6. View Full Coverage on Google News

Straus News awarded for hyperlocal journalism and innovative advertising - The West Milford Messenger
Straus News awarded for hyperlocal journalism and innovative advertising  The West Milford Messenger

Amazon reportedly prevents some device rivals from advertising competing products - CNBC
Amazon reportedly prevents some device rivals from advertising competing products  CNBC

Smart Advertising Token SaTT Reveals ProBit as Next Exchange Listing | Press release - Bitcoin News
Smart Advertising Token SaTT Reveals ProBit as Next Exchange Listing | Press release  Bitcoin News

Check out the AJP Advertising Directories - Jewish Post
Check out the AJP Advertising Directories  Jewish Post

2020 Is the Year of Tech Advertising - eMarketer
2020 Is the Year of Tech Advertising  eMarketer

Entertainment Marketing Strategists Discuss COVID-19 and Role of Targeted Advertising - Variety
Entertainment Marketing Strategists Discuss COVID-19 and Role of Targeted Advertising  Variety

EFF, CDT Sue Government To Obtain Records About Federal Agencies Pulling Advertising From Platforms - EFF
EFF, CDT Sue Government To Obtain Records About Federal Agencies Pulling Advertising From Platforms  EFF

Anne Donahue: Advertising ban on cannabis bill lost in the deal-making - vtdigger.org
Anne Donahue: Advertising ban on cannabis bill lost in the deal-making  vtdigger.org

Johnstown council approves advertising for city manager position, sets salary at $120K to $125K - TribDem.com
Johnstown council approves advertising for city manager position, sets salary at $120K to $125K  TribDem.com

Digital Advertising Spend Predicted To Grow 6% In 2020 - Digital Media Solutions
Digital Advertising Spend Predicted To Grow 6% In 2020  Digital Media Solutions

Upcoming FTC Workshop to Address Advertising and Data Security - JD Supra
Upcoming FTC Workshop to Address Advertising and Data Security  JD Supra

New Netsertive leaders to help clients 'deploy localized digital advertising' - Auto Remarketing
New Netsertive leaders to help clients 'deploy localized digital advertising'  Auto Remarketing

Why marketers need to think like gamers when trying to understand mobile advertising - The Drum
Why marketers need to think like gamers when trying to understand mobile advertising  The Drum

Sophos Marketing Launches the Next Generation of TV Advertising With The Virtual Production Shoot - Yahoo Finance
Sophos Marketing Launches the Next Generation of TV Advertising With The Virtual Production Shoot  Yahoo Finance

Adlucent’s Lift Mentality Technology Measures Advertising ROI - Martechcube
Adlucent’s Lift Mentality Technology Measures Advertising ROI  Martechcube

Procter & Gamble is leaving the TV upfronts to do more direct deals with TV networks - Business Insider - Business Insider
Procter & Gamble is leaving the TV upfronts to do more direct deals with TV networks - Business Insider  Business Insider

Illinois asked to spend more ad dollars on Black-owned media - Chicago Tribune
Illinois asked to spend more ad dollars on Black-owned media  Chicago Tribune

Finnish advertising market declined by 15% in August 2020, Sanoma continued to outperform the market - GlobeNewswire
Finnish advertising market declined by 15% in August 2020, Sanoma continued to outperform the market  GlobeNewswire

Sabrina Mergenthaler hired as DCN Advertising Representative - Dawson Community News
Sabrina Mergenthaler hired as DCN Advertising Representative  Dawson Community News

Leading sell-side advertising platform Names Katie Evans as COO - Martechcube
Leading sell-side advertising platform Names Katie Evans as COO  Martechcube

US B2B Digital Advertising Forecast: 2020-2021 - MarketingProfs.com
US B2B Digital Advertising Forecast: 2020-2021  MarketingProfs.com

SEC Proposes Amendments to the Advertising Rules for Registered Funds, BDCs, and ETFs - JD Supra
SEC Proposes Amendments to the Advertising Rules for Registered Funds, BDCs, and ETFs  JD Supra

Apples's IDFA Change Could Drive CTV Advertising, MMA's Greg Stuart - BeetTV
Apples's IDFA Change Could Drive CTV Advertising, MMA's Greg Stuart  BeetTV

What Can Advertisers Expect This COVID Christmas? - AdExchanger
What Can Advertisers Expect This COVID Christmas?  AdExchanger

Myrtle Beach tourism industry faces challenges advertising to tourists during pandemic - WBTW
Myrtle Beach tourism industry faces challenges advertising to tourists during pandemic  WBTW

Critiquing the campaigns’ ad nauseam advertisements - KTAR.com
Critiquing the campaigns’ ad nauseam advertisements  KTAR.com

Renters claim false advertising, bad management, following Aurora storage unit theft - FOX31 Denver
Renters claim false advertising, bad management, following Aurora storage unit theft  FOX31 Denver

Advertising Billboard Lights Market 2020 In-Depth Analysis of Industry Share, Size, Growth Outlook up to 2026 - The Daily Chronicle
Advertising Billboard Lights Market 2020 In-Depth Analysis of Industry Share, Size, Growth Outlook up to 2026  The Daily Chronicle

Healthcare Advertising Market 2020 Global Industry Trends, Share, Size, COVID-19 Impact Analysis, and 2027 Forecasts Report| | Johnson & Johnson Services, Pfizer, Merck & Co, Novartis AG, Sanofi - The Daily Chronicle
Healthcare Advertising Market 2020 Global Industry Trends, Share, Size, COVID-19 Impact Analysis, and 2027 Forecasts Report| | Johnson & Johnson Services, Pfizer, Merck & Co, Novartis AG, Sanofi  The Daily Chronicle

North America Mobile Advertising Market to reach $103.02 billion and Growing at a CAGR of 17.22 during forecast period 2020-2025 - The Daily Chronicle
North America Mobile Advertising Market to reach $103.02 billion and Growing at a CAGR of 17.22 during forecast period 2020-2025  The Daily Chronicle

In-app Advertising Market Size, Analytical Overview, Key Players, Growth Factors, Demand, Trends And Forecast to 2027 - The Daily Chronicle
In-app Advertising Market Size, Analytical Overview, Key Players, Growth Factors, Demand, Trends And Forecast to 2027  The Daily Chronicle

‘It’s a virtuous cycle’: Audiences and advertisers seek health and wellness content and publishers are seeing green - Digiday
‘It’s a virtuous cycle’: Audiences and advertisers seek health and wellness content and publishers are seeing green  Digiday

Impact of COVID-19 on Outdoor Advertising Market Latest trending report is booming globally by Top Leading Players Clear, Channel, Outdoor, JCDecaux, etc - The Daily Chronicle
Impact of COVID-19 on Outdoor Advertising Market Latest trending report is booming globally by Top Leading Players Clear, Channel, Outdoor, JCDecaux, etc  The Daily Chronicle

'Unsiloing' Out-Of-Home Advertising To Unlock Its True Value 09/23/2020 - MediaPost Communications
'Unsiloing' Out-Of-Home Advertising To Unlock Its True Value 09/23/2020  MediaPost Communications

OOH Advertising Market Growth Rate, Revenue, Manufacturers, Customer Needs and Forecast to 2027 - The Daily Chronicle
OOH Advertising Market Growth Rate, Revenue, Manufacturers, Customer Needs and Forecast to 2027  The Daily Chronicle

Social Media Advertising Market Outlook On Rising Application, Revolutionary Trends & Potential Growth Ways 2026 - The Daily Chronicle
Social Media Advertising Market Outlook On Rising Application, Revolutionary Trends & Potential Growth Ways 2026  The Daily Chronicle

US Insurance Advertising Market Growth by Top Companies, Region, Application, Driver, Trends and Forecasts by 2027 - Crypto Daily
US Insurance Advertising Market Growth by Top Companies, Region, Application, Driver, Trends and Forecasts by 2027  Crypto Daily

"Buzzworthy Businesses" with Pam Vasilevskis from Prism Advertising & Marketing - iwantabuzz.com
"Buzzworthy Businesses" with Pam Vasilevskis from Prism Advertising & Marketing  iwantabuzz.com

Invibes Advertising : Strengthened governance: Proposal to appoint two new board directors, including one independent director. - GlobeNewswire
Invibes Advertising : Strengthened governance: Proposal to appoint two new board directors, including one independent director.  GlobeNewswire

Advertising Market COVID 19 Increase Factors Outlook, Key Growth Trends on Key Players and Forecast to 2025 | Omnicom Group, WPP, Dentsu Inc., PublicisGroupe - The Daily Chronicle
Advertising Market COVID 19 Increase Factors Outlook, Key Growth Trends on Key Players and Forecast to 2025 | Omnicom Group, WPP, Dentsu Inc., PublicisGroupe  The Daily Chronicle

Kathy Metcalf is named IPA 'Advertising Sales Representative of the Year' - The Daily Republican
Kathy Metcalf is named IPA 'Advertising Sales Representative of the Year'  The Daily Republican

Audiences and Advertisers Seek Health and Wellness Content and Publishers are Seeing Green - Editor And Publisher Magazine
Audiences and Advertisers Seek Health and Wellness Content and Publishers are Seeing Green  Editor And Publisher Magazine

Advertising Billboard Lights Market Volume Analysis by 2026 - The Daily Chronicle
Advertising Billboard Lights Market Volume Analysis by 2026  The Daily Chronicle

Social Networking Advertising Market In-Depth Analysis including key players Facebook, LinkedIn, Google Edition, Twitter, Instagram - The Daily Chronicle
Social Networking Advertising Market In-Depth Analysis including key players Facebook, LinkedIn, Google Edition, Twitter, Instagram  The Daily Chronicle

Reducing Subscription Churn is Critical for Advertising Revenue - Editor And Publisher Magazine
Reducing Subscription Churn is Critical for Advertising Revenue  Editor And Publisher Magazine

Why Western Companies Can Look to Asia To Be Part of The World's Next Big Advertising Boom - MarTech Series
Why Western Companies Can Look to Asia To Be Part of The World's Next Big Advertising Boom  MarTech Series

Do you need to have advertisements on car wraps? - The Mountaineer
Do you need to have advertisements on car wraps?  The Mountaineer

Door to Door Advertising Market 2020-2026 | Penguin Random House, DMS Advertising, McGraw-Hill Education, Hachette Livre, Global Flyer Distribution - The Daily Chronicle
Door to Door Advertising Market 2020-2026 | Penguin Random House, DMS Advertising, McGraw-Hill Education, Hachette Livre, Global Flyer Distribution  The Daily Chronicle

Covid-19 Impact on Global Display Advertising System Market (2020-2026) | Potential growth, attractive valuation make it is a long-term investment | Top Players: DoubleClick, Marin Software, MediaMath, Sizmek, AdRoll, etc. | InForGrowth - The Daily Chronicle
Covid-19 Impact on Global Display Advertising System Market (2020-2026) | Potential growth, attractive valuation make it is a long-term investment | Top Players: DoubleClick, Marin Software, MediaMath, Sizmek, AdRoll, etc. | InForGrowth  The Daily Chronicle

Inflight Advertising Market: 2020 Global Industry Size, Segments, Regional Outlook, Development Status, Key Players and Forecast to 2025 - The Daily Chronicle
Inflight Advertising Market: 2020 Global Industry Size, Segments, Regional Outlook, Development Status, Key Players and Forecast to 2025  The Daily Chronicle

On a Spiritual Quest for Authenticity, Americans Trade Religion for Advertising Campaigns and Internet Newsfeeds - Mosaic
On a Spiritual Quest for Authenticity, Americans Trade Religion for Advertising Campaigns and Internet Newsfeeds  Mosaic

Legal Notice Advertising from the week of September 24, 2020 - Alachua County Today
Legal Notice Advertising from the week of September 24, 2020  Alachua County Today

Biden Campaign Expands Advertising in Georgia and Iowa - Courthouse News Service
Biden Campaign Expands Advertising in Georgia and Iowa  Courthouse News Service

Amazon's e-commerce advertising dominance is under threat from Walmart and Instacart - Business Insider - Business Insider
Amazon's e-commerce advertising dominance is under threat from Walmart and Instacart - Business Insider  Business Insider

Trump Has Lost His Edge In TV Advertising - FiveThirtyEight
Trump Has Lost His Edge In TV Advertising  FiveThirtyEight

Why advertisers are betting on retailers like Kroger and CVS - Business Insider - Business Insider
Why advertisers are betting on retailers like Kroger and CVS - Business Insider  Business Insider

Amobee Announces Global Social Data Partnership With Lotame - MarTech Series
Amobee Announces Global Social Data Partnership With Lotame  MarTech Series

Russian Avant Space plans to reach one billion people with advertising in space - SpaceWatch.Global
Russian Avant Space plans to reach one billion people with advertising in space  SpaceWatch.Global

KYTC personnel to remove political signs and other advertising from right of way - KFVS
KYTC personnel to remove political signs and other advertising from right of way  KFVS

Twitter Sued Over 'Inadvertent' Use Of Phone Numbers For Advertising 09/23/2020 - MediaPost Communications
Twitter Sued Over 'Inadvertent' Use Of Phone Numbers For Advertising 09/23/2020  MediaPost Communications

Will Microsoft's ZeniMax Media, Bethesda Acquisition For $7.5 Billion Boost Advertising? 09/22/2020 - MediaPost Communications
Will Microsoft's ZeniMax Media, Bethesda Acquisition For $7.5 Billion Boost Advertising? 09/22/2020  MediaPost Communications

Kenshoo Supports Instacart Advertising with Data-Driven Insights to Optimize the Endless Aisle - PR Web
Kenshoo Supports Instacart Advertising with Data-Driven Insights to Optimize the Endless Aisle  PR Web

Aisle Rocket Launches Advanced Predictive Analytics for Facebook Advertisers - GlobeNewswire
Aisle Rocket Launches Advanced Predictive Analytics for Facebook Advertisers  GlobeNewswire

Arizona Beverages Sees False Advertising Claims Trimmed - Bloomberg Law
Arizona Beverages Sees False Advertising Claims Trimmed  Bloomberg Law

Framingham Advertising For Assistant Library Director - framinghamsource.com
Framingham Advertising For Assistant Library Director  framinghamsource.com

IBM On Apple, IDFA, Google, Privacy, Advertising ... And AI - Forbes
IBM On Apple, IDFA, Google, Privacy, Advertising ... And AI  Forbes

2020 MarTech Breakthrough Awards Program Recognizes Standout Marketing, Sales and Advertising Technologies - PR Web
2020 MarTech Breakthrough Awards Program Recognizes Standout Marketing, Sales and Advertising Technologies  PR Web

Insurance Advertising Market Is Booming Worldwide : United Health, Liberty Mutual, GEICO, Allstate - Insurance News Net
Insurance Advertising Market Is Booming Worldwide : United Health, Liberty Mutual, GEICO, Allstate  Insurance News Net

Twitter faces class-action privacy lawsuit for sharing security info with advertisers - CNET
Twitter faces class-action privacy lawsuit for sharing security info with advertisers  CNET

IAS Holiday Shopping Data Shows Contextually Relevant Ads Will Be Key for Advertisers This Holiday Season - MarTech Series
IAS Holiday Shopping Data Shows Contextually Relevant Ads Will Be Key for Advertisers This Holiday Season  MarTech Series

Legal Public Notices 9/23 issue | Legal Advertising - Orlando Weekly
Legal Public Notices 9/23 issue | Legal Advertising  Orlando Weekly

COVID-19 Recovery Analysis: Social Media Management Software Market | Increasing Social Media Advertising to Boost Market Growth | Technavio - Business Wire
COVID-19 Recovery Analysis: Social Media Management Software Market | Increasing Social Media Advertising to Boost Market Growth | Technavio  Business Wire

Xandr and Sublime Unite on Programmatic Guaranteed High-Impact Advertising Campaigns - ExchangeWire
Xandr and Sublime Unite on Programmatic Guaranteed High-Impact Advertising Campaigns  ExchangeWire

Facebook gains after Oppenheimer hikes price target off advertising recovery confidence - Seeking Alpha
Facebook gains after Oppenheimer hikes price target off advertising recovery confidence  Seeking Alpha

MOLOCO Launches MOLOCO Cloud to Enable Self-Serve Programmatic Advertising for Mobile Marketers - MarTech Series
MOLOCO Launches MOLOCO Cloud to Enable Self-Serve Programmatic Advertising for Mobile Marketers  MarTech Series

Republican U.S. House campaign arm cancels $2 million in Houston-area advertising - KPRC Click2Houston
Republican U.S. House campaign arm cancels $2 million in Houston-area advertising  KPRC Click2Houston

For the advertising industry, the pandemic means opportunity. - The New York Times
For the advertising industry, the pandemic means opportunity.  The New York Times

The small effects of political advertising are small regardless of context, message, sender, or receiver: Evidence from 59 real-time randomized experiments - Science Advances
The small effects of political advertising are small regardless of context, message, sender, or receiver: Evidence from 59 real-time randomized experiments  Science Advances

‘Necessary, but insufficient:’ Advertisers are starting to question the value of low exchange fees - Digiday
‘Necessary, but insufficient:’ Advertisers are starting to question the value of low exchange fees  Digiday

AT&T plan for advertising subsidized cellphones hits Senate roadblock - Fox Business
AT&T plan for advertising subsidized cellphones hits Senate roadblock  Fox Business

Man Ray Exhibition Shows How a Mascara Advertisement Became Surrealist Art - WWD
Man Ray Exhibition Shows How a Mascara Advertisement Became Surrealist Art  WWD

AT&T considers cellphone plans subsidized by advertising - Fox Business
AT&T considers cellphone plans subsidized by advertising  Fox Business

Your favorite websites might be giving your data to countless advertisers - Mic
Your favorite websites might be giving your data to countless advertisers  Mic

Republican worries rise as Trump campaign pulls back from television advertising - The Washington Post
Republican worries rise as Trump campaign pulls back from television advertising  The Washington Post

Biden vs Trump advertising strategy in battleground states - CNN
Biden vs Trump advertising strategy in battleground states  CNN

Chinese-tech-targeted-advertising-broken-Jing-Daily - Jing Daily
Chinese-tech-targeted-advertising-broken-Jing-Daily  Jing Daily

FTC to Host Virtual Advertising and Data Security Workshop - Lexology
FTC to Host Virtual Advertising and Data Security Workshop  Lexology

Nativex Announces the Launch of TopWorks Creative Studio - Martechcube
Nativex Announces the Launch of TopWorks Creative Studio  Martechcube

Facebook Says Apple’s New iPhone Update Will Disrupt Online Advertising - The Wall Street Journal
Facebook Says Apple’s New iPhone Update Will Disrupt Online Advertising  The Wall Street Journal

SaTT Smart Advertising Token Announces Listing on Leading Crypto Exchanges, KuCoin and Uniswap | Press release - Bitcoin News
SaTT Smart Advertising Token Announces Listing on Leading Crypto Exchanges, KuCoin and Uniswap | Press release  Bitcoin News

TikTok Bans Some Advertisements 09/24/2020 - MediaPost Communications
TikTok Bans Some Advertisements 09/24/2020  MediaPost Communications

Fashion Advertisers Rediscover Black Models - The New York Times
Fashion Advertisers Rediscover Black Models  The New York Times

Facebook tries to head off election turmoil, angering both Trump and Democrats - The Washington Post
Facebook tries to head off election turmoil, angering both Trump and Democrats  The Washington Post

Lawrence Yule defends billboards after Advertising Standards Authority complaints - New Zealand Herald
Lawrence Yule defends billboards after Advertising Standards Authority complaints  New Zealand Herald

Trump goes mostly dark in TV advertising fight with Biden - The Associated Press
Trump goes mostly dark in TV advertising fight with Biden  The Associated Press

Memphis-Area Advertising Agencies - Memphis Business Journal - Memphis Business Journal
Memphis-Area Advertising Agencies - Memphis Business Journal  Memphis Business Journal

MidWeek Should Have Labeled Amemiya Story An Advertisement - Honolulu Civil Beat
MidWeek Should Have Labeled Amemiya Story An Advertisement  Honolulu Civil Beat

The Pitch: Advertising and marketing news for 8.25.20 - RichmondBizSense
The Pitch: Advertising and marketing news for 8.25.20  RichmondBizSense

TikTok can help Walmart take on Amazon, Facebook, and Google - Fast Company
TikTok can help Walmart take on Amazon, Facebook, and Google  Fast Company

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