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Episode 087 - The Power of Negative Thinking

Published by: David Garfinkel on 12-17-2018

Show starts with an editorial in a business magazine that condemned negative thinkers.


Copy is powerful. You’re responsible for how you use what you hear on this podcast. Most of the time, common sense is all you need. But if you make extreme claims... and/or if you’re writing copy for offers in highly regulated industries like health, finance, and business opportunity... you may want to get a legal review after you write and before you start using your copy. My larger clients do this all the time.

Why positive thinking is so important for copywriters — and, really, anyone in business — most of the time.

Why it’s a mistake to never allow negative thinking into the copywriting process — and where you should.

Three important activities for copywriters that require negative thinking:

1. Mac Ross’s “Four W’s”

Here are four questions most copywriters — and most business owners — never dare to ask. But they really must ask them (as painful as it may be) if they want their ads to work.

2. “What could possibly go wrong?”

The power of positive thinking can drive you right into a ditch if you don’t keep an eagle-eye out for ditches when you’re driving. Now, this works a little bit differently in the copywriting process, but the idea is just as important.

3. Problem-Agitate-Solve

Dan Kennedy made this formula famous, but it’s been around in one form or another for as long as people have had problems, needed some motivation to solve those problems, and needed solutions. But some copywriters get stuck in the “think positive” straightjacket when they try to use it. Here’s what you need to do instead.

Keywords: sales copy mindest

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