What is positive copywriting? Before I answer that, it’s worth remembering that the essential elements of the art of copywriting (yes, it is an art) remain the same. However, the way they are employed constantly evolves.
As an example, let’s look at the pain theory.
It wasn’t that long ago that it was believed that for a marketing message to be powerful, it must provoke readers by clearly setting out pain points. These were then elaborated on (at length at times) before – surprise, surprise – telling the reader that you could take all their pain away with your wonder product.
To be fair, this type of format is still extensively used.
But what if I told you there’s a better way?
Positive copywriting
What do I mean by that?
Have you tried telling your readers how you will help them by conjuring up a positive image of what life could be like?
Here’s an example. You run a domestic cleaning service. This is your opening gambit:
Ouch. That’s harsh. Talk about making your reader feel crap about themselves in one sentence.
Instead, try:
That’s better. Rather than making them feel bad, you paint a picture of idyllic family life without chores. See, positive copywriting.
Stop focusing on what’s wrong
The problem is that when you ‘sell’ by focusing on pain points, you give your readers the sense that they are doing something wrong. An example is the beauty industry. As a woman of a certain age, I am bombarded by images of 50-plus women with flawless complexions because they know a secret I don’t know.
Even though I know the images are airbrushed or AI-generated, it still niggles at me that I’m not looking after myself as well as I should.
Do they make me feel empowered as a 50-plus woman? No! They make me feel like s**t because I don’t look like the images they flaunt, and – even worse – I’ll never look that way.
You could argue that this is the aspiration method I mentioned earlier. You know, showing me what my life could be like. But it’s not.
The beauty industry isn’t making me feel inspired or empowered. Instead, it makes me feel depressed and unattractive.
Bring value, not pain
What is it that your customers want?
That question should be answered by considering why you do what you do. After all, your product or service was derived to fulfill a need, so you must show your readers the VALUE you can bring to their lives.
They already know they have a problem (the pain) without you hammering the point home. So rather than making them feel crap, make them feel better and show them the positive outcomes you can bring.
Sally Ormond – professional copywriter.