The Exclamation Point Rule is simple. Every writer gets three exclamation points to use per year.
Not per page. Not per project. Three per year.
Exclamation points are powerful when used sparsely, but obnoxious when overdone.
Because exclamation points create noise. And when it’s already so noisy, you don’t need more noise to be heard. You need surprise, delight or something just totally, unbelievably different.
So be choosy. You only get three.