Your Biggest Selling Advantage Is Something You Don't Have.

This week, YOU, , are joining 1000+ people who’ll get this 7th edition with a new style.

I’m trying to turn this into a newsletter that’s more example-led with insights ranging from marketing and advertising to copywriting, messaging and positioning.

The first edition has turned out to be pretty exciting.

Let’s get going!👇🏻

I came across two brilliant yet simple ads this week.

And I loved both of them because of their simple yet relatable headlines. Surprisingly, both of them used the same trick in the book.

Negation. 

They didn't talk about what the product has or what it does. Rather, they focused on the opposite.

Let me explain...

Headline 1: NOT A SINGLE INGREDIENT YOU NEED TO GOOGLE (The Tuck Co)

Headline 2: The only thing we add is a box (Abel & Cole)

Copywriting adds. Negation subtracts. 

And subtraction is more persuasive because it addresses what customers actually fear.

Think about it: When you buy snacks, you're not excited about "natural ingredients." You're worried about mysterious chemicals. 

When you order vegetables, you don't want "farm-fresh quality." You want to avoid over-processing.

Negation speaks directly to those fears without sounding negative. It also differentiates you instantly. 

Everyone claims to be better. Nobody admits what they're NOT. 

By defining yourself through absence, you stand alone.

The formula: "Not [customer's pain point]" = implied benefit they discover themselves.

Next time you write, ask: What am I removing from my customer's life? That's your headline.

Absence is your strongest presence.

Takeaway

Start keeping a "negation swipe file." 

Screenshot every ad that uses "not," "no," "zero," or "nothing" effectively. 

Study the pattern: they all address a specific customer fear or frustration.

Next, audit your own copy. For every feature you list, ask: "What problem does this solve?" 

Then ask: "Can I frame this as the ABSENCE of that problem instead?"

Create two versions of your next campaign. One positive, one negative. Split test them. 

The data will teach you which pain points matter most to your audience.

Master this technique and you'll never write forgettable copy again.

That’s it for today!

What do you think about negation and today’s newsletter?

Hit reply & let me know your thoughts, !

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