Positive Phrasing

Frame your copy positively.

When you’re selling a solution, name the solution rather than the problem you’re avoiding.

For example, say: “our tables are soft on the floor” rather than “our tables won’t scratch your floor”.

Whether you like it or not, when you promise something won’t happen, your reader is still creating a negative mental image.
How can you do this easily?

  • Use the words “proof” or “free”
    • fireproof instead of doesn’t burn
    • odour-free instead of doesn’t smell
  • Find antonyms
    • Find peace instead of avoid chaos.

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