Rant: I AM busy! And there’s nothing wrong with exclamation points.

April 13, 2011 •
Angry copywriter

Some good writer friends have been pissing me off. I’m looking at you, James Chartrand, Amanda Gonzalez, Peter Shallard and Rachel Eldred. I love you, ‘n all, but enough’s enough!!!

Amanda seems intent on eliminating exclamation points. Rachel’s almost as dedicated. Peter tells me I’m not as busy as I think I am, and James kindly tells me to take it slow.

Balderdash!!!

First: exclamation points

You know what? Exclamations are expressive. If I’m exclaiming, I use ’em. If I’m not, I don’t. Simple.

Asking people – particularly writers – to tighten up on exclamation points is misguided, I reckon. Writers know when they’re exclaiming and when they’re not. Occasionally we make mistakes in the heat of the moment, but if we pressure people NOT to use exclamation points, we’re likely to end up eliminating, not just exclamation points, but also the heat of the moment. And I don’t know about you, but I find the subject matter of most business writing is as boring as bat-shit. I certainly don’t want the writing to be boring too.

Oh, and if I want to use more than one exclamation point, you know what? I will! Language evolves. Punctuation evolves too. Deal with it. Social media and SMS have – yes, mark my words, HAVE – changed writing forever. Especially online. When I see more than one exclamation point, I see meaning in it. And that’s what writing’s all about.

Edit: Here’s proof Amanda’s on a mission:

And second: I’m not busy?! WTF?!

Now for you, James and Peter. (Note that I’ve never seen you two in the same room at the same time, so I have my suspicions…)

I know I occasionally procrastinate. I may surf the web or gaze at my navel. (Or blog.) But c’mon! I’m a grown man, and I’m fairly bloody smart. So when I say I’m busy, and you tell me I’m not, I think to myself: “WTF do you know?!!!” I run 2 companies. I’m starting a third. I have a wife, 4 mistresses, 3 kids, a mortgage, a house, a garden and a perverse need to remain healthy. (Ok, I don’t have 4 mistresses. But who’s counting?)

Late last year I won a contract to write SEO web copy for 49 car dealership websites in 2 months. 4,000-5,000 words each. Not spun rubbish, but high quality content, each. I outsourced just under half, but that still left me with a lot of work to do. And I can tell you, I worked 60-70 hours a week the entire time.

And what do you think happens when I’m working on a big job like that? Do you think everything else stops? You reckon I don’t keep getting quote requests? All the other work stops? No chance! I have repeat clients, too, you know. I  can’t just let them down.

“But Glenn, there are 24 hours in every day. 60-70 hours per week equates to only 8.6-10 hours a day. Spread it out, and you’ll be right.” Oh really? Tell me where it’ll fit. When the kids get me up at some ungodly hour, I get them brekky and help them off to school. That’s the mornings gone. At 8.30-9am, I start work. I work all day, without stopping for lunch. At 5-5.30pm, I stop to help with the kids’ dinner, give them a bath, read books, brush their teeth, sing them a song, and kiss them goodnight. Then I help clean up the house after the day’s family adventures. (Although, to be fair, when I’m REALLY busy, my wife sometimes does this alone.) Then I come back into the office and work from 8pm to midnight-ish. Sometimes 2-3am.

AND I’M NOT BUSY?!

And before you tell me: “Everyone feels that way, but if you actually record your time, you’ll find you’re only working 6.3 hours per week…” You know what? I have a bloody timer: Yast. And I use it religiously. Plus, I work very efficiently; over the last 9 years in business, I’ve developed excellent systems to ensure that’s the case. So bugger off and patronize someone else!

Conclusion

So there!!!!

Now have at it…

Feel free to comment...
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Nathan Reese wrote on April 13th, 2011

Tell us what you really think glenn

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Peter Shallard wrote on April 13th, 2011

As I write this to you (literally and truthfully) from the infinity-poolside/bayside restaurant of the spa I'm staying at.... in Southbeach Miami... I can't help but think: Even if you're RIGHT and you WIN... you still lose :P *Pauses to stir mojito and snack idly at hummus and olives* Thing is, I'm not saying that everyone is totally un-busy. I'm saying that most entrepreneurs can (and often DO) get all their shit down in far less time than they think they need. Yours is actually another example - you scored a big corporate gig. The stuff freelance wet dreams are made of! Congrats btw. And yet, despite the enormous busyness that the gig forced upon you... you STILL delivered quality work, kept the mistresses happy and the kids fed. Etc etc. I've had corporate gigs that have made me take on a similar workload. The point is, you kept all the other elements of your business spinning (just!) while facilitating the corporate gig. AND, you could just as easily NOT take another corporate gig like that and continue to rock the biz ... Leaving all that time no longer spent on the corporate gig FREE! You could use that free time to, as I have done, party. OR, you could use that free time (as I intend to) to build a bigger, better and more passive business. Just sayin' You're busy working in the same way that I'm partying! ... aaaand, now I'm gonna go back to my drinks/dinner/sunset combo.

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Amanda Gonzalez wrote on April 13th, 2011

A tantrum? Use your words, boy G. Otherwise I might give you a smack. Of course exclamation marks have a place. But I shouldn’t feel like I’m about to hyperventilate after reading a piece of copy. Honestly, 17 exclamation marks and four interrobangs? Exclamation mark abuse is plain lazy. If you can’t figure out how to express yourself with words, then either pay someone to do it for you — or don’t say anything at all. And remember, as a professional copywriter, you’re permanently being watched. If you can’t be bothered representing yourself with proper language, why would a client trust you with theirs? MY face is angrier, thank you very much.

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Paul Cunningham wrote on April 13th, 2011

Are you supposed to hyphenate batshit like that?

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Patrick Vuleta wrote on April 13th, 2011

Good response, Glenn. I can see how you can claim you're busy and Peter's post is irrelevant - you're the model of efficiency (/flattery). Yet Peter must write for all people, and I trust him when he says there's a lot of people that think they're doing so much work when really, they aren't. To achieve efficiency it makes sense to constantly question this. About the exclamation points, well... Facebook has changed the world, but it still doesn't make Arial a good font. English can go backwards as well as forwards.

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Rachel Eldred wrote on April 13th, 2011

Use as many exclamation marks as you like in your copy ... if you want it to read like bad advertising. But please don't ever use multiple full stops for an ellipsis ............. I couldn't live with that! PS It seems your preference is for the American exclamation 'point'. I prefer the British exclamation 'mark'. PPS Love the images! Good work, Amanda.

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Glenn (Owner) wrote on April 13th, 2011

Great comments, guys. (Except if you disagreed with me... ;-) @Peter: Hmmm. I'm not so sure my story was another example of being able to do far more than expected in less time. I simply spent more time. And re sacrificing guaranteed corporate revenue to spend time setting up a passive business that MAY succeed? I've been in business too long to take risks like that. Unless you're backed by money, new ventures, passive or not, play second fiddle to bread 'n butter. But I like the way you party. @Amanda: Ok, so it's OK to emphasize with capitalization ("MY")? Whatever happened to "If you can’t figure out how to express yourself with words, then either pay someone to do it for you — or don’t say anything at all."??? And if exclamation marks are getting the better of you, perhaps there are underlying issues you should address... ;-) (Oh, I mean *wink* ;-) (Oops, I mean *wink* again. This word stuff is just so gosh-darn complexificated!!!) @Paul: No, that's how "bat-shit" is spelled in all the quality publications. @Patrick: I agree. I think we're all constantly refining our efficiency. But there comes a time when statements like "you're not as busy as you think you are" simply don't apply anymore. @Rachel: I don't care if my copy reads like bad advertising. I care only that it's *effective* advertising. If multiple exclamation marks provide extra meaning for my audience, then by Jove, I'll use 'em! I have to say, I'm personally not a fan of extended ellipsis either. But I'd use that too, if it meant something extra to my readers. Point versus mark? I never really gave it much thought. I think I alternate between them as a result. Good work Amanda? MINE'S far angrier!!! (*wink*)

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Patrick Vuleta wrote on April 14th, 2011

What I do agree with you on exclamation points in that last comment is if it works for the readers... use it. Comes down to knowing what your readers want, and not making undue assumptions for them. Presentation's important, but writers can't afford to replace their readers' wants with their own. I liked the exclamation points in this post, and I'll use them sometimes in my own writing. But I'll try not to get overexcited in awkward moments. I just have horrible memories of watching personal injuries litigation ads from the States which said "Get what you deserve... Get The CASH!!!" !!

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Glenn (Owner) wrote on April 14th, 2011

@Patrick: That's priceless: "Get The CASH!!!"

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Amanda Gonzalez wrote on April 15th, 2011

@Patrick: Thanks for your thoughts. Frankly, readers don’t care about the mechanics. They care about what’s in it for them. If they’ve even noticed the copy, at best, it’s good copy. If they’re too busy taking action to stop and admire your handiwork, then your work is done. But to make your copy so good it’s not even noticed, you need to nail your mechanics. Badly written and punctuated copy might just be the thing that stops your reader from taking action. And subconsciously so. Use what you need to, when you need to. @Boy G: I had to read your comment thrice to get the gist. Tsk, tsk. Of course emphasising with capitals is fine. After careful consideration, it was the best fit for what I wanted to express. I used what I needed to, when I needed to. But is adding a stream of exclamation marks adding to your expression? Quite the opposite; it dilutes your message — and it’s an eyesore.

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Patrick Vuleta wrote on April 16th, 2011

@Glenn That was on top of the explosion visuals in the background. @Amanda I agree with what you're saying about good copy being invisible. To date I've never had an excuse to use a multiple exclamation mark. It just wouldn't work for my readership. I'll combine italics with a single exclamation point happily, though. There are more levels of emphasis than just adding more punctuation.

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Rachel Eldred wrote on April 20th, 2011

Thanks for the fodder for my blog post this week, dear Glenn ;-) http://wp.me/pNujC-2g

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How to differentiate a law firm: act 2 | Silvered Copy wrote on April 26th, 2011

[...] let you in on a secret: many copywriters write just as well… even better than me. Take Glenn Murray, for example. Australian copywriter, been in the business for a decade. I’m good… but how [...]

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seo adviser wrote on May 25th, 2011

Yet Peter must write for all people, and I trust him when he says there’s a lot of people that think they’re doing so much work when really, they aren’t. To achieve efficiency it makes sense to constantly question this.

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Copywriter Johannesburg wrote on September 6th, 2011

I must admit I am partial to an exclamation mark from time to time. They are like little accents at the end of a sentence that add boyish/girlish intensity. Not always for me the dry rule of: Never use exclamation marks!

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Peter wrote on September 8th, 2011

I agree, there's nothing wrong with the occasional exclamation mark. In fact, in some of the copy I write (such as certain newsletters), it's expected. Although here in the UK they're known as 'screamers'. As for your schedule, all I can say is... Wow!

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Glenn Murray wrote on September 8th, 2011

Ha! Screamers. I like that. And that's about all I can say about my schedule too. ;-)

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Judith wrote on September 29th, 2011

Love the back and forth about the merits of exclamation points. :) I'm guilty of using a lot of those - but only on my personal social media accounts. I find myself having to reign it in for business copy. So you could probably say that I have a double standard on this. :/

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Mike Robinson wrote on October 11th, 2011

It seems a lot of the angst about using exclamation marks is down to the fact that they are somehow seen as unnecessary. Surely they're not, they're used to express an exclamation. Multiple ones annoy me, but I doubt I would be the target audience for copy that used them and if the audience does identify with this use then I suppose it will improve response and therefore sales. Are we really there to teach grammar or is it to provide ROI? But for me something about "Learn about the correct use of the exclamation mark today!!!" just doesn't seem right...

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Glenn Murray wrote on October 11th, 2011

Hey Mike. Agree. Esp with your last point; three exclamation marks are clearly not enough for a headline promising so much. Good observation!!!! ;-)

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Rant: I AM busy! And there’s nothing wrong with exclamation points. | SEO and Link Building Tips wrote on November 4th, 2012

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