Exclamation Points

We don’t want to seem like we’re yelling at our audi­ence, so use excla­ma­tion points spar­ing­ly. Stick to one per con­tent piece or prod­uct inter­face, and only if it’s appro­pri­ate. Never use more than one at the end of a sin­gle sen­tence. If you want the read­er to get excit­ed about some­thing, use your words.

We help teams and athletes win!

Don’t add an exclamation point just for fun.

Congrats! You just invested in Hudl for your entire athletic department.

Do add one to convey the importance of a message, or to celebrate with your reader.

There are two clear-cut moments where the excla­ma­tion is a no-brainer:

  • What we’re telling them is real­ly going to change their life. Not in the mar­ket­ing this prod­uct is pret­ty awe­some” sense, but in the this could be our biggest release of all time” sense.
  • The mes­sage pre­ced­ing the excla­ma­tion is beyond impor­tant and we need to make sure they real­ize the sig­nif­i­cance. As in, they’re about to delete some­thing for­ev­er, make an irre­versible change or spend $1 million.
Last Updated: 5 May 2020 at 2:10pm CDT