posted by Design
It's always bad to start off by pointing out the negatives.
Let's start over.
It's generally good practice to open communication in a positive manner. Whether you're writing ad copy, drafting website content, developing your brand messaging or talking to a client or co-worker, you should always be constructive, direct and authentic.
Positive speak fosters positive emotions. Think about it this way: Someone comes up to you and says, "I have the greatest news for you," and you could be prepared for something uplifting. Oh man, dollar taco night just got extended to two nights a week! The same person opens the conversation with, "I've got some bad news," and your stomach is likely to sink as you dread the next words. Taylor Swift and a plane full of puppies just went down in the Atlantic.
Those are extreme examples, but the idea's there. The point is to choose your words carefully because people are hanging on them.
Focus on the negatives, and you're automatically setting your audience up to be on the defensive.
"Just Do It" essentially says the same thing as "Don't Fail," but which
inspires you more?
Let's dissect the overview of B.Y. Consulting's services to see how we helped use positive copywriting to highlight their organization.
“B.Y. Consulting works with leaders, teams, departments, cross-functional groups and executive boards, as well as entire organizations to ensure that they are working cohesively to generate the greatest value.”
Not “...determine where their inefficiencies lie and whether or not they are working well enough together to be worthwhile.”
“We first meet with leaders to determine where we can best help and develop an understanding of the culture and political environment of the organization.”
Not “...what we need to change.”
“Based upon our findings we then present our diagnostics, recommendations and carefully craft implementation methods.”
Not “...tell you what you need to do to be better.”
If you focus on the competition's negatives, you may come across as pompous.
"You're in good hands with Allstate" could have been "You're in better
hands...," but they chose to skip the cheap shot.
And is anyone else tired of the
Verizon versus AT&T slapfest or am I just a biased iPhoner?
Focusing on the competition’s negatives could also make you appear shameless. The
Audi commercial against BMW is a prime example.
Taking the high road is sometimes more effective than throwing others under the bus.
thunder::tech has worked with
Firefighters Community Credit Union (FFCCU) for several years now to differentiate them from their competition or more specifically, to differentiate credit unions in general from their competition – banks. Rather than focusing on what can be considered negative aspects in the banking industry, FFCCU and thunder::tech chose to highlight the credit union difference as the positive, creating ad campaigns that centered around the common misconceptions of credit unions and their openness and spotlight on community. No ad even mentions the banking alternatives. The "I Am Your Credit Union" campaign has been broadcasted through print advertising, radio campaigns and online as the I Am Your Credit Union microsite.
When you practice poor copywriting, you face the definite possibility of alienating and turning off your audience.
When your copywriting is direct and constructive, you are more apt to gain the trust and following of your readership. Your audience wants to hear what you have to offer in an honest, professional manner, not about their shortcomings or your competitions weaknesses. Always think about how you would like to be approached and how you would relate to the content were it directed toward you.
Are there any ad campaigns or taglines out there that you think are great examples of positive copywriting? Are there any that turn you off immediately?
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