Marketing Without Exclamation Points

God has given you a certain number of exclamation points to use in your lifetime. Once you use them all, you are un-friended, filtered, deleted, un-followed, un-subscribed and permanently muted.

This doesn't apply to your social posts about your kid's home run, but it certainly does apply to business. I frequently give folks a hard time for over-using exclamation points, mostly because they deserve it. Here are some examples.

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Let's Have A Brainstorm

You and I are going to have a meeting and put on our green hats so we can have some creative ideas. We're going to ideate for a bit. Put it on your calendar and get ready for a brainstorm.

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Confusing the Public

Tom's Shoes is a remarkable company. Not because they make remarkable shoes, but because they have a story to sell (tell).

Tom's makes a simple promise: Buy a pair of Tom's shoes and they will give a pair to a child in need through their foundation, Friends of Tom's.  They are a for-profit company established for social good, as well as profit.

I was surprised to learn that Sketchers created their own division that makes a similar shoe and makes the same promise.  It's certainly their right to compete here, but I couldn't be more disappointed in Sketchers attempt to confuse the commercial public by naming this division Bob's.

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Breaking Business With A Razor

If you're going to follow a leader, make sure that leader is doing it right.

So many businesses are trying to be louder by being softer.  You soften your message to gather a larger audience, then you use more exclamation points to break through the clutter.

The result is an audience who knows you you are, but doesn't care. You're no longer remarkable.

Read more: Breaking Business With A Razor

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