Apple Avoids Exclamation Points in Favor of Subtlety
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Apple doesn't use exclamation points on its website to seem more serious and important. Exclamation points can come across as trying too hard.
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Many tech companies overuse exclamation points in an attempt to show excitement, but it often has the opposite effect on customers.
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An experiment looking at top 100 startup websites found over 50% avoid using exclamation points, following Apple's more measured communication style.
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Exclamation points don't add anything substantive and may even diminish perceptions of seriousness and importance for certain products.
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Let your product speak for itself rather than using exclamation points as a distracting sales tactic. Apple has succeeded with this more subtle approach.