This is a 4 minute read.
Copywriters and creatives debate negativity and positivity all the time.
I’ve heard respected freelance copywriters say you should never use negative words. Never say bad. Never say never.
But most people make exceptions when it comes to certain industries. If you’re writing about health, security, or safety, emphasising the negative emotions can really help to solidify fears and drive people to take action.
The problem is it feels a bit dirty.
Just this week, I was interviewed by Glenn Fisher at All Good Copy. We talked about everything from my unusual approach to planning to my favourite words to use in copy. Then, we got onto the subject of whether negative or positive emotions work best.
So, for this Swiped post, I wanted to use one of my favourite examples that shows how people respond to a positive attitude – even if you’re talking about something that’s quite frankly terrifying.