Do you want to write copy that isn’t long and circuitous? Copy that isn’t turgid? Copy that isn’t dull?

Let’s try that again …

Do you want to write copy that’s short and sharp? That’s energetic? That’s exciting?

Do you see what just happened there?

So often I see things expressed in terms of what they are not – instead of positively. Don’t tell us what your product or service isn’t. Tell us what it is!

Positive words are just that – positive. They create positive feelings. They’re exciting and upbeat. And you save on complicated constructions and extra words to convey the negative.

So if you want to keep things tight and tidy, stay positive – your copy and your audience will thank you for it.