The Copywriter's equivalent? Exclamation points. Whenever something I wrote comes back from the client riddled with exclamation points (or, as we call them around my office, dog cocks), I want to scream.
For example, I'll do something like this:
The [insert hotel name here] invites you to shake your moneymaker for $300,000.
It'll come back like this:
The [insert hotel name here] invites you to shake your moneymaker for $300,000!!
Was the $300,000 not exciting enough before? And why two dog cocks? Does that literally double your excitement at the prospect of $300,000? Maybe getting you $600,000 worth?
If there's one thing I've learned, it's that you don't need to scream at people to get your point across. And if you need to yell that loudly, then your product isn't that great to begin with.
So there!!
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