The 40 tells · Shape and punctuation · No. 37
Exclamation marks in your writing: why readers notice
Smell Exclamation marks
One exclamation mark can be excitement. Five on a page sounds like shouting, and readers start to distrust the page. Generated marketing copy is full of them, especially in calls to action.
Let the offer be exciting on its own terms. One per page is plenty.
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The fix
One per page, at most.
What the checker matches
Every exclamation mark, once a text has more than one.