When you’re writing copy, try going negative! No, I don’t mean trash your competition. That’s not nice.
Instead, use the negative to draw attention to the virtues of your product (or more precisely, by pointing out first how sad life is without your product).
Using the negative is a common rhetorical tool in speech writing. John F Kennedy used it in his first inaugural address. “Ask not what your country can do for you. Ask what you can do for your country.” By using the negative, or pointing out what is not good, it places more emphasis for the reader on the thing that is better!
In marketing writing, this means that you step away from the simple “My product is good.” Instead, you point out what is bad, and then suggest that your product solves the “bad.” It creates a special focus on the “better” that is not achieved by the plain declarative “Acme Anvils are great.”
So try something like: “Tired of getting on that rickety ladder every 3 months to change a bulb?? Buy my 70,000 hour light bulb”.
Or for a certain coyote….”Don’t drop an anvil that misses the mark! Clobber that roadrunner with a sure-proof Acme Anvil”.
Don’t believe me? Try it out for yourself!
Instead, use the negative to draw attention to the virtues of your product (or more precisely, by pointing out first how sad life is without your product).
Using the negative is a common rhetorical tool in speech writing. John F Kennedy used it in his first inaugural address. “Ask not what your country can do for you. Ask what you can do for your country.” By using the negative, or pointing out what is not good, it places more emphasis for the reader on the thing that is better!
In marketing writing, this means that you step away from the simple “My product is good.” Instead, you point out what is bad, and then suggest that your product solves the “bad.” It creates a special focus on the “better” that is not achieved by the plain declarative “Acme Anvils are great.”
So try something like: “Tired of getting on that rickety ladder every 3 months to change a bulb?? Buy my 70,000 hour light bulb”.
Or for a certain coyote….”Don’t drop an anvil that misses the mark! Clobber that roadrunner with a sure-proof Acme Anvil”.
Don’t believe me? Try it out for yourself!
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