Day 126: Use exclamation marks only to show your own excitement.

Writers will often use exclamation marks in an attempt to generate readers’ excitement about some idea. This rarely works. The purpose of the exclamation mark is to show your (the writer’s) excitement about an idea or topic.

If a reader thinks you are using the exclamation mark to create enthusiasm, the reader will likely have a negative impression of your idea. Save them for expressing your feelings.

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Thus, “Buy now!” doesn’t work well, but “The movie was excellent!” does.