a single source, nothing corroborates it
Say what you stand for, not what you reject
A position built out of refusals tells the reader what you are against and leaves them to work out what they get. State the affirmative version, then make the contrast with the alternatives impossible for anyone to miss.
The method
- 01
State your position in terms of what you do stand for instead of listing what you reject, and then make the contrast with the alternatives impossible to miss.
Sources
- The Importance of LinesAlex Hillman · dangerouslyawesome.com · Defining Self · 2011-02-01
the second source
Three plays a week, for the phase you are in
No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.
More in copy
- Keep the personality that drives some people off7 unconnected
- Interview buyers and write the page in their sentences6 unconnected
- Re-aim one durable claim at today's worry5 unconnected
- Answer the predictable objection with a specific4 unconnected
- Say the thing only you could have said4 unconnected
- Tighten the headline until only your segment fits4 unconnected