Accentuate the positive

Ever heard this old song? It’s all about marketing communications…

No, really! I can’t think of a better way to describe what distinguishes marketing writing from other kinds of communications.

When we write marketing materials that work, we accentuate the positive features and benefits of whatever we are trying to persuade our audience to try or take action on. And, we eliminate the negative because, well, that would just be a distraction. We deal with the negatives during negotiations. This may sound a bit cynical, but it is reality already for sermons, Bible lessons, and church newsletters. So, let’s do the best job of accentuating the positive that can and still be telling nothing but the truth.

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