Arrest them!

Before you stick your hands up or roll up your sleeves in preparation for a lengthy diatribe on the justice system, keep in mind that I try to stick to themes of copywriting and creative writing.

Today I want to make a case for contrarian copy.

Let me give you a second to roll your eyes. This should be a no-brainer. I know, I know. But I've noticed a concerning pattern in the messaging clients want and, in turn, what accounts expects from their copywriters.

Utterances like, "Say something positive" or "Can we make it sound positive?", "The headline is too provocative" or, my favorite, "People might ask questions" frequent the conference room (or Zoom/Hangouts/Facetime/Skype call) all too often.

We could scream hollow positives of no substance until we're as blue in the face as a suffocating Smurf, but there's no way our audience will actually believe it.

What's the point in running an ad if it's not to get someone's attention or provoke a conversation?

Being positive for positivity's sake is not interesting. It's not persuasive. It's nothing but a passive pass at making sure passing glances don't become frowns. The sad truth is that it won't result in many smiles either. In fact, you'd be better off not running an ad at all.

Negative or neutral, the same preconceived notions about your brand will still exist because you said nothing to challenge them.

Now I'm not saying that every ad has to be controversial or inappropriate. I'm suggesting that on a foundational level your ads should convey something lingering, given to thought and, as the title of this post suggests, arresting. These works can be delightful, shocking, hysterical, conflicting, motivating, or other just so long as they're not passive and riddled with cliché.

Respect that your audience consists of intelligent men and women, so write ads that respect their time. Anything else is just a needless distraction. Give them something to think about; something that will give them pause. For God's sake something that demands the slightest neural spark.

If I see one more "positive advertisement" with a message as dull, empty and devoid of meaning as the blank, smiling stares in the stock photos I might scream all over my keyboard.

It's our job as an industry to capture the thoughts of the audience however brief they may be. To that same point, it's our job to persuade them.

Baseless, unbelievable claims however "feel-good" they might appear will receive no belief. It might have the reverse effect and generate more skepticism.

You won't change their perception. You won't win their affection.

But hey, at least they'll see your logo.