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November 20, 2007 / davebirss

Creative Cheat Sheet: Part 12

This suggestion comes from the genius more commonly known as Sam Butterfield.

Turn a positive into a negative

What is the downside to your proposition? Which part of your life will it have a negative impact on?

If you’re advertising extra strong hair gel, it may cause abrasive scratches on your headboard or take lumps out of the lintel over a door or tear holes in your hat. If it’s a computer game, magazine or TV series it may have a bad effect on your neglected relationship. If it’s an incredibly good mortgage rate, you may talk about it so much that you become the most boring person at any party.

Think ying and yang. For every positive, there’s a negative. And it’s your job to find it.

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