positive

Accentuate the positive, but own up to the negative

Long before Norman Vincent Peale penned the book that uncovered the power of positive thinking, advocates of similar philosophies promoted positive attitudes and messages as a critical component of success. As the Second World War drew to a close, Johnny Mercer’s “Ac-Cent-Tchu-Ate the Positive” dominated the airwaves and jukeboxes. Even today, you’ll hear people urge … Read more

JUST BECAUSE SOMETHING’S NEGATIVE DOESN’T MAKE IT BAD

We all know that positive thinking is powerful. In fact, from an early age, we’re taught to put on a happy face no matter what happens. And, when I reference something that could be perceived as negative in copy, many clients are quick to request its replacement by something with a bigger smile.

That’s not always a good idea. Sometimes, what’s negative is far more impactful and communicative. For example, if your competition has been falsely suggesting that your product has a flaw that shortens its service life, hitting the misperception head-on is going to be infinitely more powerful than tiptoeing around it.

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What you say, what they see

One of my favorite stories about word choices is the one about the hospital that decided to open a walk-in clinic to compete with local freestanding clinics. The medical staffers who served on the hospital’s board chose to call it an “ambulatory” clinic, because to medical folks, “ambulatory” means that an individual is capable of walking.

The expected business didn’t materialize, and the hospital didn’t understand why consumers weren’t flocking through the doors. So they conducted a little bit of research and uncovered the reason: consumers saw the word “ambulatory” and assumed that it was intended for patients who arrived in ambulances.

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