Create positive copy – Avoid mini-downers

| November 15, 2012

A little negativity goes a long way. Make more than one negative statement and you sound stuffy, mealy-mouthed and unfriendly, even on a micro-scale. People will pick up on it, consciously or not, and you won’t sell as much stuff as you might have.  

It’s time to revisit your copy and check for stray caveats. Here are three examples of mini-downers along with friendly, positive copy alternatives.

  1. replace ‘not included’ with ‘available separately’ – it’s best to avoid negative words like ‘not’ altogether
  2. never tell people to ‘please note’. It’s both superfluous and pompous
  3. replace ‘limited time offer’, which sounds mean, with ‘offer ends soon’, which sounds exciting

Need help? I bet you I can make the most negative caveat or piece of small print into something that supports your sales message instead of spoiling it.


Category: copywriting and marketing

By Kate Goldstone - ()

Originally from Middlesbrough, I lived in Brighton for many years before moving to North Devon. I’ve had a passion for words all my life and this is my twelfth year as a freelance writer. In my spare time I draw, paint, sculpt, carve wood and rock, garden, read, write poetry and enjoy long distance hiking. I sing and play the recorder. I collect modernist paintings, vintage rugs and mid-century German art pottery. I’m a member of The Poetry Society. And I am an experienced volunteer shepherd, a ‘Lookerer’.

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