Strive Notes

When it comes to writing persuasive copy, I always advise against going negative. Being positive always gets better results.

Instead of running down the competition or knocking some else’s ideas, focus on your own positive qualities..and you’ll good by default. Remember the UK Tories “Demon Eyes” campaign against Tony Blair? By knocking the competition in this way, they handed their opponents another majority.
Discuss negative issues only in passing, then focus on positive solutions or alternatives. So, if you want to infuse your audience with hope and motivation don’t go on about how global warming is killing the planet without spending considerably more ink on what is being done to counter the effects and what individuals can do to contribute.

Try keep your audience in a positive frame of mind at all times. Happy thoughts patterns create opportunties and openess to suggestion. Don’t ask people to envision themselves in a plane crash in a discussion about the benefits of life insurance. Do ask them to think about the peace of mind of knowing their family’s future is secure.

And, you risk offending more than just your competition with negativity. You risk insulting your audience. Think about it. If someone has made the decision to go with your competitor, he won’t appreciate anyone telling him what a bad decision it was. Let him find out for himself. In the meantime keep re-inforcing your positive messages, and he’ll make the right decision next time.

Other Strive Notes on the craft of copywriting that you might enjoy:

• Before you start to write
• Six steps to keeping long copy short
• Top ten words to get attention

Filed under: public relations