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should there be a period at the end of a title

should there be a period at the end of a title

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I am working on copy writing for my website, and am wondering whether or not I should use periods at the end of my headlines. The headlines will probably be used both as headlines for news articles and as calls-to-action in a marketing sense to promote the new features of the website. So I am curious both as to whether it is "proper" to use periods, as well as if there is an incentive for or against it in terms of marketing and persuasive writing. An expert opinion.

The only time punctuation tends to show up in headlines is an exclamation mark or question mark in something that is very sensationalist, an editorial, or both.

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