This post applies to writing as much as to life: when using exclamation to sell an idea, don’t forget the point. Excitement on your behalf only does one thing: it tells your audience what you’re feeling. What it doesn’t do is make a point.
Excitement, by itself, is unconvincing. And when you try to close a sale without giving people a reason to buy, it doesn’t matter how excited you are. They won’t buy. In fact, being excited without giving your audience a reason to be excited is just makes you look weird. You might as well be screaming from the rooftops that you paid your water bill.
That’s why I never used exclamation points when I wrote ads, and it’s why I don’t usually titrate my excitement in presentations to the audience.
Because if it doesn’t matter, it doesn’t matter. And an exclamation without a point just makes it annoying.
Instead, tell them something they’ll care about.