This time it’s all about the exclamation points. I once suggested to a staff member that perhaps she should use fewer exclamation points in her emails to clients. I’m of the opinion that most people think the exclamation mark conveys something that it doesn’t actually convey. Men With Pens elaborates well on this theme. In regular correspondence, this punctuation doesn’t make you sound chipper. It just looks forced. Consider what this article is saying about exclamation marks in website copy — it applies equally in any kind of marketing copy. More often than not, I suspect they tend to make the message lose credibility rather than successfully prompting the reader to action.