There is a right way and a wrong way to use negatives in your sales copy. Use them correctly and you can attract more customers and make more sales. Use them incorrectly and you risk alienating potential customers and losing credibility.
Let’s explore the differences between these two approaches and the right way to use each approach to get the best results.
The right way to use negatives in your copy
The right way to use negatives in your copy is to highlight the problems, fears, mistakes, and issues that your target audience is experiencing.
You have to enter the conversation that is going on in their head in order to resonate and establish rapport with them. When your audience knows that you care about them, they will be more likely to listen to what you’re saying and take action on your recommendations.
This is true in sales copy as it is in real life. When you’re having a conversation with someone and the other person is not paying attention, or is busy on their smartphone, how does it make you feel? I’ve experienced this many times, as I’m sure you have. It’s annoying and frustrating when we feel like we are not being listened to.
On the other hand, when we are talking with someone and the other person gives us their undivided attention it makes us feel appreciated. We feel that the person cares, and this establishes a greater level of trust and rapport.
Salespeople understand the importance of being a good listener. Whether they are out in a meeting or out prospecting they understand the importance of listening to the needs of their clients in order to offer a consultative selling experience. You can make someone feel valued and appreciated simply by giving them your undivided attention, and showing that you understand them by asking relevant questions.
When it comes to sales copy or online advertising, you can accomplish this by stating the negatives that your prospect is experiencing, thus showing them that you understand them and care for their situation.
Example:
- “Are you having trouble attracting clients for your dental practice?”
- “Are interest rates and low credit score preventing you from getting a mortgage?”
When you can demonstrate that you understand your prospect’s problems, you will immediately have their attention and be in sync with them.
Once you have their attention and are in sync with them you can present your solution. This is where you explain how your product or service will help them to attract more clients or will help them qualify for that loan, etc. You can demonstrate the effectiveness of your product or solution by using social proof – sharing testimonials and reviews.
This is the right way to use negatives in your marketing and sales copy. So what is the wrong way?
The wrong way to use negatives in your copy
The wrong way to use negatives is to outright attack somebody or your competitor by name.
You may see this a lot in political campaign ads where one party outright attacks the other by highlighting the negative (or perceived negative) aspects of their policy or party members. They even attack the character of their rival candidates and go to great lengths to dig up dirt on each other. This normally leaves a sour taste in people’s mouths.
In business, if you have to attack your competitors by name in order to make yourself look better, it always makes you look weaker. You can use the weaknesses of your competitors against them without calling them out by name. Instead of attacking a person, or company by name, you can attack their methods, results, or behaviours.
Example:
- “Some companies will tell you that they can help you make online sales without much effort, but in reality, we know that that’s simply not true. Here’s what you really need to know…..”
- “You may have heard some fitness experts talk about losing belly fat by taking their magic pill, without having to diet or exercise, but we prefer to be honest with our customers….”
The above two examples call out the b.s claims of the competitors without naming them, whilst giving you an opportunity to introduce your product or solution in a much better light.
This approach will paint you, your company, or your product in a much more positive light in the minds of your prospect. It helps you to avoid entering a war of words with your competitors, which in the long run can have some seriously detrimental effects on your brand and ability to attract new customers.
Summary
You shouldn’t shy away from being negative in your sales copy – providing you know how to do it. After all, the world isn’t a perfect place, and nobody is positive 100% of the time. That’s just not how life works. You should embrace the negatives because they are the reason your product or service exists – to act as the solution.
If your product or service can help someone to genuinely solve a problem, then you need to highlight the problem and agitate it before presenting the solution. This is the right way to use negatives.
If you see other people in the marketplace doing something wrong or marketing themselves using false claims, don’t call them out by name. Instead, you can highlight their false promises, unrealistic results, and unethical behaviour, and then explain why you’re better.
So, there you have it, the right way and wrong way to use negatives in your copy and online marketing. Be creative and keep testing these in your sales copy, headlines, and call-to-actions.
