Advertising Information


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
========================================


MORE RESOURCES:
This RSS feed URL is deprecated, please update. New URLs can be found in the footers at https://news.google.com/news


Advertising is obsolete – here's why it's time to end it
San Francisco Chronicle
(THE CONVERSATION) Since it first became clear that Russian agents spent thousands of dollars a month on political advertising on social media in the runup to the 2016 presidential election, Americans have been asking how the powerful advertising ...

and more »


New York Times

To Reach Men, Advertisers Dial In to Sports Radio
New York Times
When compared with the rest of radio — not to mention streaming audio and podcasts — sports radio is still a niche, but one of increasing interest for advertisers. John Fitzgerald, vice president of ESPN's multimedia sales for audio and ESPN Deportes ...

and more »


AT&T beats the government again: DirecTV wins partial victory in deceptive advertising suit
American Enterprise Institute
A California court dealt a major blow to the Federal Trade Commission's (FTC) long-running deceptive advertising case against the company's DirecTV unit. The ruling, which dismissed most of the Commission's $4 billion suit, clarified the law regarding ...



Digital Advertising Upends Formula For How Political Parties Pick Winners And Losers
AdExchanger
"AdExchanger Politics" is a recurring feature that tracks developments in politics and digital advertising. Today's column is written by Ray Kingman, CEO at Semcasting. Political parties and their leadership pick winners and losers – when they ...

and more »


Billy Penn

Street art replaces Bigbelly advertising in Center City 'Trashcan Takeover'
Billy Penn
One of the things that distinguishes Center City is its lack of invasive advertising. Where NYC's downtown has ads plastered everywhere, shouting at passersby from every direction, there are relatively few public surface-turned-commercials in the heart ...

and more »


Valley morning Star

San Benito resident now heads print advertising efforts for Cameron County
Valley morning Star
As of last week, she took over as the print advertising/sales director for all publications in Cameron County, including the Valley Morning Star, Brownsville Herald, Inspire magazine and the Spanish language newspapers all published by AIM Media Texas.

and more »


Business Insider

What you need to know in advertising today
Business Insider
They're also pumping budgets into branded content — articles and videos created on behalf of advertisers to subtly communicate their messages. That high touch, highly customized form of advertising is basically the polar opposite of programmatic. Yet ...

and more »


Greene County Daily World (blog)

I hate advertising on TV
Greene County Daily World (blog)
I am developing an overwhelming distaste for television every day. I did a time-motion study on one of the programs I like –Masters of Illusion where people do magic tricks and illusions. I am a sucker for such entertainment. However, on a recent half ...



ADYOULIKE Native Advertising Receives IAB Gold Standard Accreditation
MarTech Series
The Gold Standard initiative was launched in October 2017 as an effort to raise standards across digital advertising. The Gold Standard has three simple aims – to reduce ad fraud, to improve the digital advertising experience and to increase brand safety.



New York Times

Google-Facebook Dominance Hurts Ad Tech Firms, Speeding Consolidation
New York Times
Online advertising companies have struggled for several years as Google and Facebook solidified their grip on digital dollars, slowing revenue for the others. Now, many ad tech companies and their investors are throwing up their hands. Venture capital ...

and more »

Google News

home | site map
© 2007