You can use the command :! vim. For example, in echo 'Hello, World!' from inside vim (and therefore from inside vim script, too), type
:! echo 'Hello, World\!'
in vim. Or, in a vim script, you can only put
! echo 'Hello, World\!'
The reason you need to \ before! because vim does special processing! characters in argument a! command. If you ran a command that does not include any! symbol, then you do not need to avoid it.
If you want to talk more about this in detail, you can enter
:help :!
in vim as @FDinoff said.
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