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Hey! This is something you’re really going to want to know! It’s a trick that you will be surprised you weren’t using before! No, seriously!

Before I explain it though, I want to see if you can find it. Are you ready?

Look at the first four sentences of this post and see if you can find what I’m talking about.

Intentional Punctuation!

Using intentional punctuation adds a depth to your ads and copy that will make it easier to understand. You can turn boring ads into more exciting ones by adding an exclamation point, or by encouraging your reader to think for themselves by asking them a question.

1. Exclamation Point- Say it loud!

When people read things with an explanation point, it adds a layer of energy that would otherwise go missing. There is just something different about

“A batch of bananas for $8.99” and

“A batch of bananas for $8.99!”

When you exclaim your offers with enthusiasm via punctuation, your reader will be more inclined to reading it in their head with an exciting voice whether they want to or not. Play around with exclamation points and try to add them at least once in an ad or in your website copy.

Simple example of Burger King using an exclamation point. Their statement wouldn't be the same without it. Source: burgerking.com

Simple example of Burger King using an exclamation point. Their statement wouldn’t be the same without it. Source: burgerking.com

2. Question Mark- Make Them Reflect

Sometimes the best ads sell themselves by just using a powerful question. Asking an eye-opening “yes or no” question can make a skeptical observer into a paying customer. It takes some inner reflection for someone to realize what they need to add value in their life. You can be that spark.

Another great type of question to ask is with a “Would you rather?” form. For example:

“Would you rather pay for marriage counseling now or pay divorce bills later?”

These usually remind people to prioritize what they value in life and trust you as someone who actually cares about their well-being. And if you are a good businesswoman, it should be something you truly care about.

This is Brad Pritt doing an ad for Chanel No. 5.  Alongside a pretty important question.

This is Brad Pritt doing an ad for Chanel No. 5. Alongside a pretty important question. Source: hollywood.com

3. Periods- Make a statement.

Sometimes all you need to get your point across is a good old dot. Periods add a sense of completion in an ad. They are very powerful when used with short sentences. For example:

“Just be.”

“Love.”

“Learn more.”

Ads that use very few words and impactful statements can provoke an emotion in your observer that gives them confidence. Sometimes people really just like simple and straight to the point ads.

Apple takes the crown in statement ads.

Apple takes the crown in statement ads. Source: pinckneymarketing.com

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