I read quite a few reviews
for a variety of books
from a variety of writers
in a variety of genres.
They are often
a barometer for
how people frame their worlds.
What I’ve seen a lot lately
are reviews like this…
“This wasn’t my favorite book
but I really enjoyed it.”
or
“This didn’t have the conflict
I love
but it was still a great read.”
The reviewer thinks
her/his review is great.
It isn’t.
That first line
frames the reader’s view of the book.
I see this in marketing
too often.
The company will lead with weakness,
thinking that gives their copy
an aura of authenticity.
It doesn’t.
ALWAYS lead with strength.
Start and end marketing copy
with what you want the prospect
to remember.