"Copywriting must lead them to read the next sentence"... "and the next."
When you use the word 'No',
You indirectly teach them to say no.
When you want them to take action,
'No' would come up naturally.
2. Get "small-yes-es".
Throughout the entire copywriting,
get a small yes.
Even when telling stories,
invite them to be a part of it.
By these two principles,
'No' is the first to go.
3. Example: Coway.
No Clean Water, No Problem.
Use Coway.
Clean water all day, All time.
Only RM3/day, Call Now.
What's your automatic answer?
No.
Because we lead the copy with No.
Suppose we change this, ...
4. Cloudy Water Makes the Worst Coffee.
Coway Alkaline enhances the bean's character.
Sharpen flavour, refine tastes,
and most importantly, reduced acidity.
Bolder coffee, easy on the tummy.
Your's today for RM3/day.
You are likely to say yes.
No 'no' was used.
5. There are specific rules to using No.
I find that complicated and limiting.