An e-mail exchange regarding an article for a scholarly publication:
Client: Why did you take out all my exclamation points!?
Me: As general rule, it’s best to avoid exclamation points in formal writing. The strength of a sentence should rest on emphatic prose rather than emphatic punctuation.
Client: But no one will know where the important points are!!!
Me: I think they will if the points are made with clear, vigorous writing and simple periods.
Client: But that’s what exclamation points are for!!!!!! Can we change those sentences to ALL CAPITAL LETTERS IN ITALICS?