You see it everywhere, unfortunately — people trying to pump up their prose by adding lots of exclamation points and superlatives. “This really is great!! Really!!!” the copy screams.

But you’re not convinced, are you?

Not to offend canine lovers, we call such writing “dog copy.” Lots of barking, jumping, face licking, and trying to get attention.

Readers want to respond with an exclamation of their own: “Down, Rover!”

Whether you like ’em or not, write like a cat. Let the copy purr. Make it subtle, smooth, understated. When you need to, make it pounce, but make it the smooth, fluid pounce of a cat, not the clumsy, knock-’em-over hurdle of a dog.

If that sounds like tough work, it is. Let Lamp-Post Publicity help you. Write Jon Marken at

Believe me — we can do it!!!