Shhhhhhh! Don’t tell! I was wrong!

For years I was taught never to use a negative in writing copy about a product’s or service’s benefits. Writing that last sentence alone made my head spin. Words like don’t, never, not, negative, nothing and wrong were banished from my copywriting vocabulary.

What’s so bad about these words? (See? Bad is one of those negative words too!)

The Effects of Bad Words

Let’s […]