Writing advice from self appointed “experts” is worthless. Unless it comes from me.

Well, that doesn’t make any sense. If you accept the first premise, it’s a little harder to believe the second. But, unfortunately, commercials often focus on the competitor’s problems thinking it will make the client look better.

Don’t do that.

#11. Avoid the negative, accentuate the positive.

People dealing with bad experiences can be funny and get attention but as you lay out the competition’s problems, your client gets smeared by that same broad brush. Push right, push right, oh wait, I meant left.

If you start with negatives, you gotta pivot more than Hakeem Olajuwon to get to the positives you’re selling. That’s a tough job to do in 88 words. It’s better to focus on your client’s great stuff from the get go.

Questions or comments? John@jjwriter.com.

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