Avoid negative connotations by using positive associations
Years ago, when reading a parenting guide, I learned a bit of sage advice which I paraphrase here:
“When offering direction to children, avoid negatives; e.g. ‘Don′t jump on the couch. Rather, say, “Stay on the floor.’ If you choose negative direction, the child will hear, ‘Jump on the couch!’ and will do precisely that. If you say, ‘Stay on the floor’ the child hears exactly what you want them to do.”
When it comes to ad copy, deliver messages using words without negative connotation. Those negative connotations are easily pulled into the reader’s mind and stick, where they fester and undermine your message.
In the ad below, a health care firm seeks new physicians. However, rather than say that they were growing (and in our culture growth is generally good) and want to add new staff members, they state that they are growing like a weed.
I don′t know about you, but in my garden I pull up weeds: those undesirable, troublesome, unwanted plants. Ken Immer, a chef turned entrepreneur, said upon reading in social media my comments on the ad, “That’s like a restaurant advertising that it’s waitstaff scurries around the dining room as quick as roaches!!”
Simple, direct is best
When you write your advertising copy, it’s best to use simple messages. They can be direct, funny, contain puns or allusion. But when you want a positive association, you must take great care with any terms or phrases which have negative cultural associations — especially ones with deep roots in the psyche.
This ads copy could be restated as: “We′re growing.” Then followed with the message that the organization needs more docs. Enough said.
Oh, and proof read your ads. Docs is plural, not singular.
What are your most nettlesome notes on advertisements? Share your thoughts in comments.
