We automatically and unconsciously use words that talk ourselves out of opportunities in life. Fascinatingly, we do the same thing in our copy. We express ourselves and communicate in a way that actually talks our prospect out of taking the action we’d love for them to take!

It’s called using negations. And whilst we do wish to sprinkle them into our copy to create tension and express our “negative emotions” - too many negations and you’ll be left with low engagement, conversions, sales and a fuck-ton of angry people

#QOTD comes from @markengland2020