When I interviewed copywriter, coach, and author David Garfinkel on my podcast, he introduced a concept that can improve your B2B copywriting. He calls it “the power of negative thinking.”
As B2B marketers, there are often many people involved in a buying decision. Many of those people will be looking at your sales message in a highly skeptical and analytical way.
How can you write copy that will withstand the test of being read by someone looking for problems? The first step is to turn on your own negativity and be the first one to find the issues that can throw off the sale.
You’ve heard the term “acid test,” right?
When accountants and other people put something to the acid test, they are trying to figure out how long a business would last if sales stopped.
Garfinkel has his own acid test.