Lately, we’ve had a lot of reasons to feel negative. But smart writers emphasize the positive in their marketing copy.
Negative, bullying tactics (“if you don’t wear a mask, you will die and kill people, stupid”) lose their power pretty quickly. People hate to be badgered (or even inconvenienced, for that matter) and would rather deny the problem. Hope has a much longer shelf life.
So the better positive message is: Masks help keep everyone safe–including you and your loved ones.
When you rewrite sentences to emphasize the positive, you guide your readers to positive action. Every sales person knows that you want your customers to be thinking “yes” long before you ask them for the buy.
Avoiding the “No”
Negatives sneak in when you aren’t looking; in other words, keeping positive requires attention.
If you want to make sure that your message is positive:
- Search for “not” and its contractions.
- Read for negative words like “problem” or “unfortunately”–make sure they are warranted and the only choice.
- Avoid strong negatives (not in stock) by using a milder positive (out of stock).
- Keep in mind that customers want solutions–they know they have a challenge; right now they want to hear how you will turn it around.
Questions that can be answered with a negative raise the same issues as negative statements. For example, “why not use a mask?” invites a slew of excuses and protests
Negative Questions, Negative Answers
Fear of the negative can be taken too far. Sometimes “not” may add emphasis.For example:
Masks help keep everyone safe–including you and your loved ones. You want to keep safe and so do we. Wishful thinking won’t help. But a mask will.
However, avoid over-using this technique. .
Finding the “Yes”
One reason success stores are so powerful is their ability to tell a positive story for both the customer (who was wise enough to seek help) and the business (which was wise enough to find a solution).
Success stories are only one way to emphasize the positive. Consider photos of your successes (before and after; smiling customers or employees), articles that present potential solutions, and blog posts that explain your methods.
When you become an expert in “yes,” you are welcomed by customers everywhere.
From our base in Peterborough, NH, TWP Marketing & Technical Communications writes marketing copy that engages your customers and delivers your message with accuracy, clarity, and passion.